LSN : News : Stat: Americans want plant-based meat to be cheaper not taste better

Arc brings contrast therapy to London as demand for social wellness grows

Arc. Photography by Des Iles, UK

Arc. Photography by Felix Speller, UK

Arc. Photography by Des Iles, UK

UK – The UK’s first communal contrast therapy club Arc has launched in Canary Wharf, offering burnt-out Londoners a new way to prioritise health and social connection. Founded by former Soho House director Chris Miller and wellness expert Alanna Kit, Arc combines traditional contrast therapy (alternating between extreme heat and cold) with guided wellness classes and a dedicated community space.

It boasts the UK’s largest sauna and custom-designed ice baths to help boost energy, metabolism and mental clarity. With a second location planned for Marylebone, the club aims to redefine how Londoners engage with wellness by fostering a social, alcohol-free environment where attendees can connect through breathwork, movement and relaxation practices.

‘Young people are increasingly seeking alcohol-free social spaces,’ notes Miller. ‘We’re seeing activity-based communities, like run clubs, thriving. Arc is an extension of that – bringing people together around health and resilience.’

Guided experiences such as Morning Warrior and Dopamine Reset include breathwork, uplifting music, intentional scent, affirmations and inner child activations, providing structure to visitors’ wellbeing journeys. As social wellness continues to rise, Arc is positioning itself as a pioneering hub for London’s evolving health-conscious consumer.

Explore our Urban Bathing report to discover the revival of communal bathing and how urban spaces are innovating with sensorial wellness experiences rooted in this ancient practice.

Strategic opportunity

Develop wellness hubs that integrate contrast therapy, mindfulness and alcohol-free social experiences and cater to the demand for recovery-focused, high-performance and sober-curious lifestyles, thereby providing opportunities for socialising beyond traditional nightlife

Foresight Friday: Emily Rhodes, creative foresight analyst

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, creative foresight analyst Emily Rhodes delves into badly behaved Boomers and the erotic revolution.

: We seem to be in the midst of a sexual revolution, with Dazed recently claiming that ‘everyone is horny now’. Signals identified by the magazine include a rise in erotic-tainment flooding popular culture, from the sensual thriller Babygirl to FKA Twigs’ latest album Eusexua, featuring tracks such as Striptease. Interestingly, despite the increasing popularity of sex parties in the US, Gen Z show little interest in participating. According to The Atlantic, this generation is more focused on the ‘performance of eroticism’ and seems to be coming... ‘for the costumes’. Fashion orgasms are in.

: At the 2025 Grammys, despite a showcase of female musical talent dominating the stage and the awards, Bianca Censori stole the show – and the headlines. Posing at the photocall with her husband Ye (formerly known as Kanye West), she set the internet ablaze when she removed a fur coat to reveal a transparent dress that left nothing to the imagination. Perhaps tapping into the aforementioned fascination with erotic fashion, her look attracted so much attention that searches for ‘Censori’ matched those for ‘Grammy winners 2025’.

: However, it seems the older generations are the most sexually active. According to The Economist, badly behaved Baby Boomers are ‘the new problem generation’, indulging in toga parties and unprotected sex while enjoying retirement. Cases of STIs, alcohol abuse and substance misuse are rising globally among the over 55s. As for Gen X, The New York Times claims this generation is having the best sex. As reported in our upcoming The Sexuwellness Women’s Market, 45% of over-50s agree (source: Lelo). Who said their best years were behind them?

Celine Van Heel captures her grandfather, also known as The Spanish King, in his prime senior years, Spain

Quote of the week

‘Should you find yourself invited to a sex party, it might be helpful to know that you are not obliged to have sex’

Xochitl Gonzalez, The Atlantic

Stat: Americans want plant-based meat to be cheaper not taste better

Future Farm is creating plant-based protein that captures the taste and texture of real meat, Brazil

US – Lowering prices, rather than improving taste, could drive wider adoption of plant-based meat alternatives, according to a study published in Proceedings of the National Academy of Sciences. The Americans surveyed were asked to choose between a beef burger, a plant-based meat analogue, a veggie burger (which does not imitate the taste or texture of meat) and a falafel burger. Researchers found that 75% of Americans prefer beef over plant-based analogues, which ranked lowest at just 6%. However, cost significantly influences consumer choice.

If plant-based meat is priced the same as conventional meat, only 21% of people would choose it. But when they are priced at half the price of meat, their choice share increases to 50% among men. ‘This contradicts the widespread assumption that meat substitutes are only competitive if they are as close as possible to the original,’ lead author Steffen Jahn told Green Queen.

With beef currently 20% cheaper than plant-based alternatives in the US on average, the food industry may need to focus on affordability rather than sensory replication. In Germany, retailers have successfully undercut meat prices, making vegan options more appealing to consumers.

In Functional Feasting, we looked at attitudes towards lab-grown protein and meat alternatives at a time when meat and high-protein foods are top of mind for many. Find more insights about US meat consumption in our The Big Meat Up microtrend report.

Strategic opportunity

Consider how to position plant-based protein as its own category with a competitive price point. Rather than imitating beef, focus on creating new textures and flavours inspired by global cuisines – think mushroom-based protein, jackfruit innovations or chickpea patties that stand on their own

RVSP: New Codes of Luxury: Longevity & Wellbeing Strategies free webinar

Mayrlife Health Resort Altaussee, Austria

Global – Longevity and wellbeing are becoming core to luxury’s evolving value proposition. This event explores the convergence of beauty, health and hospitality under a new paradigm: Transformational Luxury.

Rooted in the Transformation Economy – where individuals seek products and experiences that meet deeper human needs and help them lead more fulfilling lives – this approach positions luxury brands as partners in life enhancement by offering consumers a suite of new tools to transform themselves and their lives.

Our analysis highlights a series of cultural shifts, emerging priorities and cross-sector opportunities, alongside the strategic imperatives shaping the new codes of luxury.

Join us on 26 February for an executive summary of our New Codes of Luxury: Longevity & Wellbeing Strategies report.

The webinar will be hosted by The Future Laboratory’s co-founder Christopher Sanderson, deputy creative foresight editor Olivia Houghton and director of strategic foresight Alex Hawkins, and will take place online from 2:30pm to 3:00pm GMT.

RSVP now to secure your place at this free 30-minute event and explore the latest luxury insights from the New Codes of Luxury report, created in partnership with Together Group.