It is virtually impossible for the world to achieve the Paris Agreement’s climate targets without producing and consuming dramatically less meat . But demand for plant-based alternatives, like the imitation burgers sold by Impossible Foods and Beyond Meat, has steadily declined in recent years — all while global meat consumption continues to grow .

The problem with plant-based alternatives, for the moment, is that most consumers just don’t seem interested in buying them instead of conventional meat. This year alone, U.S. retail sales for refrigerated plant-based burgers fell by more than a quarter .

But there are signs that consumers might be perfectly happy to reduce their meat consumption in other ways. New research shows that meat eaters already prefer the taste of some

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