“Considering the meat substitute positioning of plant-based meat is predominant, simulation of real meat is worthy of being prioritised. However, for sustainable development of this category, new positioning, for example as a vegetable supplement, highlights a growth opportunity under homogenised competition through the integration of plant-based meat into mainstream eating habits.”
– Rika Huang, Research Analyst
Key issues covered in this Report
- Latest new product trends and market activities
- Promising protein alternatives in the future
- Noteworthy new plant-based positioning direction
- Overseas communications and NPD cases worth learning from
- Gap between consumers’ expectations and current offerings.
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Excluded
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Executive Summary
- Issues and Insights
- Simulation remains the most important R&D direction
- Figure 1: Examples of cross-section communication, China, 2022
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- Figure 2: The Savvy Chef’s message, UK, 2023
- Highlight clean label to dispel concerns
- Figure 3: New food launches* with plant-based claim, by natural claim, China, 2020-2022
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- Figure 4: Haofood Carefree Pulled Chickless, China, 2023
- Plant nutrition supplement can be a new positioning
- Figure 5: Buzz and engagement* performance of plant-based meat on Weibo, China, 2019-2022
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- Figure 6: Example of plant-based products with whole food, France, 2022
- Market Summary
- Government support and future protein innovation go hand in hand
- Spending confidence resumes after COVID-19 downturn
- What we think
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Market Factors
- Government calls for using technology to mitigate environmental impact
- Future protein sources: fungus and microalgae
- Persistent pessimism reaches a turning point
- Figure 7: Changes in financial situation, 2022-23
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- Figure 8: Confidence in future financial situation, 2022-23
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Marketing Activities
- Showcase carbon footprint to appeal to eco-minded consumers
- Figure 9: Example of plant-based meat products with carbon footprint label, China, 2022
- Figure 10: Starfield’s communication of products’ carbon footprint, China, 2022
- Integrate plant-based meat into Chinese cooking habits
- Figure 11: Examples of plant-based meat strips, China, 2023
- Omnichannel strategy increases product accessibility
- Figure 12: Starfield ×Sam’s Club plant-based meat rolls, China, 2022
- Figure 13: Beyond Meat × Lawson plant-based meat bento
- Showcase carbon footprint to appeal to eco-minded consumers
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New Product Trends
- Meat substitute and bean-based snacks continue to be more common product formats
- Figure 14: Share of new food launches* with plant-based claim, China, 2020-22
- Figure 15: New food launches with plant-based claim, by subcategory, China, 2020-22
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- Figure 16: Examples of bean-based snacks, China, 2022
- Plant-based meat emerges in instant foods, pasta sauces and salads
- Figure 17: Tim Hortons plant-based bagels, China, 2022
- Figure 18: Examples of pasta sauces and salads with plant-based meat, China, 2022
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- Figure 19: Example of plant-based instant noodle with regional flavour, China, 2022
- Figure 20: Protein Meat plant-based beef chili sauce, China, 2022
- Plus claims remain the focus of innovation …
- Figure 21: New food launches* with plant-based claim, by selected claim category, China, 2020-22
- Figure 22: New food launches* with plant-based claim, by plus claim, China, 2020-22
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- Figure 23: Examples of plant-based products with high/added fibre claim, China, 2022
- … but lack of diversity when compared with global market
- Figure 24: New food launches* with plant-based claim, by plus claim, Global, 2020-22
- Figure 25: Example of plant-based products with added calcium and fortified vitamin/mineral, Global,2022
- Meat substitute and bean-based snacks continue to be more common product formats
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Usage of Protein Sources
- Plant-based meat remains niche
- Figure 26: Usage of protein sources, 2022
- Soya products are more likely to be consumed as red meat substitutes
- Figure 27: Usage of soya products – increased consumption, by consumers who have reduced consumption of animal protein sources, 2022
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- Figure 28: Usage of plant-based meat and related products – maintain or increased consumption, by consumers who have reduced consumption of animal protein sources, 2022
- Consolidate advantages in first-tier cities by aiming beyond vegan diet
- Figure 29: Usage of plant-based meat and related products, by city tiers, 2022
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- Figure 30: Usage of plant-based meat and related products – preference rate*, by city tiers, 2022
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- Figure 31: Usage of plant-based meat and related products – drop rate*, by city tier, 2022
- Plant-based meat remains niche
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Barriers to Consumption
- Bridging the gap with real meat is key to dispelling concerns
- Figure 32: Barriers to consumption, 2022
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- Figure 33: Barriers to consumption – inferior to real meat, by region, 2022
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- Figure 34: Meat consumption per capita, China, 2020
- Resolve consumers’ concerns around too much additives
- Figure 35: Free-from claims, 2022
- Improve taste and satiety to sustain consumption
- Figure 36: Barriers to consumption, by respondents who have eaten but reduced consumption and haven’t eaten and don’t want to try plant-based meat and related products, 2022
- Bridging the gap with real meat is key to dispelling concerns
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Protein Perceptions
- Animal protein stands out in positive nutrition
- Figure 37: Protein perceptions, 2022
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- Figure 38: Correspondence Analysis – Protein perceptions, 2022
- Highlight unique nutrition of plant bases
- Going beyond harm reduction positioning and being a moral brand
- Figure 39: Example of meat product with low climate impact label, Sweden, 2022
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- Figure 40: Protein perceptions – environmentally friendly processing/breeding, by protein sources, 2022
- Animal protein stands out in positive nutrition
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Ideal Plant-based Meat
- Meat substitutes positioning dominates while active nutrition waits to be enhanced
- Figure 41: Ideal plant-based meat, 2022
- Better-for-you and flavour optimisation remain higher priority
- Figure 42: TURF Analysis – ideal plant-based meat, 2022
- Meat substitutes positioning dominates while active nutrition waits to be enhanced
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Venue Preference
- Bakery houses and Chinese-style channels are still preferred
- Figure 43: Venue preference, 2021 vs 2022
- Casual and flexible on-premise channels appeal to new audience
- Figure 44: Venue preference, by usage of plant-based meat and related products, 2022
- Visualise texture to attract Western-style cuisine diners
- Figure 45: Ideal plant-based meat – with the same texture as real meat, by venue preference, 2022
- Bakery houses and Chinese-style channels are still preferred
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Attitudes towards Animal-based Diet and Plant-based Diet
- Opportunities for different cuisines with plant-based meat …
- Figure 46: Attitudes towards animal-based diet and plant-based diet – selected statements, 2022
- … but seasoning should take precedence over the choice of cuisine style
- Figure 47: Attitudes towards animal-based diet and plant-based diet – statements about heavy flavour, by statement about cuisine preference , 2022
- Fungi-based and microalgae proteins are welcomed
- Figure 48: Attitudes towards animal-based diet and plant-based diet – selected statements, 2022
- Vegetable nutrition supplement is a worthwhile communication direction
- Figure 49: Attitudes towards animal-based diet and plant-based diet – selected statements, 2022
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- Figure 50: Usage of plant-based meat and related products, by selected attitudes towards plant-based meat, 2022
- Opportunities for different cuisines with plant-based meat …
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Food Personas
- Who are they?
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- Figure 51: Food personas, 2022
- Figure 52: Food personas, by generation, 2022
- Strong seasoning taps into taste of emotional eaters
- Figure 53: Attitudes towards animal-based diet and plant-based diet, by food persona, 2022
- New trend explorers are looking for new protein sources
- Figure 54: Attitudes towards animal-based diet and plant-based diet – selected statement, by food persona, 2022
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- Figure 55: Attitudes towards animal-based diet and plant-based diet – selected statement, by food persona, 2022
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
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