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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Plant-based Diets - China market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Plant-protein diets have been hyped up in recent years as traditional meat producers and dairy companies all over the world look for ways to extend product lines as well as to excite consumers with nutritional, healthy and premium food and drink. While ethical claims are still niche and have a long way to go, brands and companies could highlight the better taste and nutrition empowered by advanced technology. Innovative plantbased meat needs to compete and alter consumers’ perception of soy-based meat. Meanwhile, plant-protein drinks could leverage novel adaptogens to cater to stressed-out consumers at more occasions.

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Expert analysis from a specialist in the field

Written by Wenxin Xu, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Plant-based food and beverages can further harness consumers’ positive perceptions of their cleanness and freshness through bold on-packaging claims. The urge to improve health and wellness during varied occasions, along with the curiosity for mouth-watering innovation, present opportunities for prime ingredients in plant-protein drinks and the introduction of meat alternatives Wenxin Xu
Senior Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • The consumer
              • Majority of consumers identify as omnivore
                • Figure 1: Consumption frequency, December 2019
              • Functional purposes driving consumption purposes
                • Figure 2: Purpose of consumption, December 2019
              • Potential to expand consumption occasions beyond breakfast
                • Figure 3: Occasions of plant protein drinks, December 2019
              • Traditional soy-based meat barely attracts half of consumers
                • Figure 4: Usage of traditional soy meat, December 2019
              • ‘Organic’ and ‘additives-free’ standing out as premium
                • Figure 5: Expectations of upgraded soy meat, December 2019
              • Curiosity in innovative meat alternatives unearthing market potential
                • Figure 6: Interest in new tech meat, December 2019
              • What we think
              • Issues and Insights

                • Functionality boosts wellbeing helping better positioning for plant-protein drinks
                  • The facts
                    • The implications
                      • Figure 7: Yangyuan’s Six Walnuts latest product Kamuning
                      • Figure 8: Pop & Bottle’s turmeric almond latte with adaptogens
                    • Introducing flexitarianism to inspire health-oriented consumers
                      • The facts
                        • The implications
                          • Figure 9: Omnipork’s corporate catering services, 2019
                        • Strengthening power to the plants beyond one’s physical body
                          • The facts
                            • The implications
                              • Figure 10: Beyond Meat’s website banner with environmental impact claims
                          • The Market – What You Need to Know

                            • Multinational players betting on ‘future meat’
                              • Stress and anxiety intensified under COVID-19
                                • Satisfy cravings through permissible indulgence
                                • Market Drivers

                                  • Science and technology enabling elevated sensations
                                    • Multinational players see future in plant-based protein
                                      • Meeting demand due to increased health concerns
                                      • Market Highlights

                                        • Almond and soybean lead NPD in drinks and yogurt, while almond and coconut are popular in ice cream
                                          • Figure 11: % of newly launched plant-protein spoonable yogurts, drinks, and ice cream, by selected ingredient, April 2019 – March 2020
                                        • Global markets continue to reduce sugar; China and Japan favour protein
                                          • Figure 12: Average sugar (g/100ml) in newly launched liquid type of plant-protein drinks, by selected market, 2015-20
                                          • Figure 13: Average protein (g/100ml) in newly launched liquid type of plant-protein drinks, by selected market, 2015-20
                                        • APAC: enhancing the cleanness of plant using organic claims
                                          • Figure 14: Plant protein drinks with organic claims in APAC region
                                        • China: drinkable nuts and seeds are sprouting
                                          • Figure 15: Plant protein yogurt with high protein claims
                                        • Japan: plant elements used to reimage beloved casual drinks
                                          • Figure 16: Asashi’s Green Calpis (soy-based lactic acid drink) launched in April 2020
                                        • Global: guilt-free indulgence rebranding in ice cream sector
                                          • Figure 17: Plant-based ice-cream positioning as guilt-free treat
                                      • The Consumer – What You Need to Know

                                        • Majority of the population identify as omnivore
                                          • Functional benefits driving consumption
                                            • Curiosity opening up potential alternative meat market
                                            • Consumption Frequency

                                              • Grains, vegetables, and fruits predominant components of daily diet
                                                • Figure 18: Consumption frequency, food and drink of plant origin, December 2019
                                              • Dairy tops animal-sourced consumption; poultry or eggs follows
                                                • Figure 19: Consumption frequency, food and drink of animal origin, December 2019
                                              • Vast majority could identify as omnivores
                                                • Figure 20: Consumption frequency, December 2019
                                              • Vitamins, fibre, and protein driving frequent consumption among women in their 40s
                                                • Figure 21: Consumption frequency, by gender and age, December 2019
                                            • Purpose of Consumption

                                              • Functional purposes driving consumption
                                                • Figure 22: Purpose of consumption, December 2019
                                              • Potential opportunity to target thirtysomething females with nutrition supplement
                                                • Figure 23: Purpose of consumption, by gender and age, December 2019
                                              • Generational differences reflected in dietary priorities
                                                • Figure 24: Purpose of consumption, by generation, December 2019
                                            • Occasions of Plant Protein Drinks

                                              • Cultivating habitual usage beyond breakfast
                                                • Figure 25: Occasions of plant protein drinks, December 2019
                                              • High earners enjoy PPD as casual drinks at more times
                                                • Figure 26: Occasions of plant protein drinks, by monthly personal income, December 2019
                                              • Mid-to-high income households looking for quick and healthy fix
                                                • Figure 27: Occasions of plant protein drinks, by monthly household income, December 2019
                                            • Usage of Traditional Soy Meat

                                              • Common soy-based meat attracting half of consumers
                                                • Figure 28: Usage of traditional soy meat, December 2019
                                              • Traditional soy-based meats facing difficulty differentiating
                                                • Figure 29: User satisfaction of traditional soy meat, December 2019
                                                • Figure 30: Interest from non-users, December 2019
                                              • Unfulfilled males present chances in texture and flavour innovation
                                                • Figure 31: Usage of traditional soy meat, by gender, December 2019
                                              • Traditional soy meat attracting the most health-conscious
                                                • Figure 32: User satisfaction of traditional soy meat, December 2019
                                                • Figure 33: Interest from non-users, by gender and age, December 2019
                                              • Expand the reach to become more inclusive
                                                • Figure 34: Usage of traditional soy meat, by monthly personal income, December 2019
                                            • Expectations of Upgraded Soy Meat

                                              • Clean label tops consumers’ expectations towards premium version
                                                • Figure 35: Expectations of upgraded soy meat, December 2019
                                                • Figure 36: Typical traditional soy meat packaging
                                              • Reassuring premium quality to females in their 30s and 40s
                                                • Figure 37: Expectations of upgraded soy meat, by family structure, December 2019
                                            • Interests in New Tech Meat

                                              • Forward-thinking meat alternatives generating hype and interest
                                                • Figure 38: Interest in new tech meat, December 2019
                                              • New tech meat intrigues mid-to-high income households and parents
                                                • Figure 39: Interest in new tech meat, by monthly household income and family structure, December 2019
                                                • Figure 40: Interest in new tech meat, by family structure, December 2019
                                            • Meet the Mintropolitans

                                              • MinTs are experienced while non-MinTs show curiosity
                                                • Figure 41: Usage of traditional soy meat, by consumer classification, December 2019
                                                • Figure 42: Usage of traditional soy meat, by consumer classification, December 2019
                                              • MinTs have high expectations of upgraded soy meat
                                                • Figure 43: Expectations of upgraded soy meat, by consumer classification, December 2019
                                              • MinTs enjoy varied consumption occasions of plant-protein drinks
                                                • Figure 44: Occasions of plant protein drinks, by consumer classification, December 2019
                                              • New tech meat interests more MinTs
                                                • Figure 45: Interest in new tech meat, by consumer classification, December 2019
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviations

                                                About the report

                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                • The Consumer

                                                  What They Want. Why They Want It.

                                                • The Competitors

                                                  Who’s Winning. How To Stay Ahead.

                                                • The Market

                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                • The Innovations

                                                  New Ideas. New Products. New Potential.

                                                • The Opportunities

                                                  Where The White Space Is. How To Make It Yours.

                                                • The Trends

                                                  What’s Shaping Demand – Today And Tomorrow.

                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                Description