Jefferies analyst Kevin Grundy says his firm's survey 1,800 U.S. consumers supports his view that the U.S. plant-based meat market can expand at a 25% annually to $15B over the next 10 years. The survey suggests "ample scope" for plant-based meat penetration and frequency rates to rise, and an attractive demographic skew toward millennials and generation Z, with restaurants a major access point for younger consumers, Grundy tells investors in a research note. The analyst believes Beyond Meat (BYND) will be a key beneficiary of the growth in the U.S. plant-based meat market. His 10-year model implies that plant-based meat reaches ~5% of the total U.S. meat market, which he notes is still well below plant-based dairy that comprises ~15% of the U.S. milk market. Grundy continues to view Beyond Meat "as perhaps the best growth story in Staples." However, even with the stock's recent pullback, the company's valuation at 10.5 times sales "sets a high bar," contends the analyst. As such, he keeps a Hold rating on Beyond Meat shares.

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