2023
0
China Plant-based Food Market Report 2023
2023-03-24T03:08:14+00:00
OX1155787
3695
161744
[{"name":"Vegan and Plant-based","url":"https:\/\/store.mintel.com\/industries\/food\/vegan-plant-based"}]
Report
en_GB
“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…

China Plant-based Food Market Report 2023

£ 3,695 (Excl.Tax)

Description

“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.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Excluded
  2. Executive Summary

    • Issues and Insights
    • Simulation remains the most important R&D direction
      • Figure 1: Examples of cross-section communication, China, 2022
      • 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
      • 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
      • 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
  3. 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
      • Figure 8: Confidence in future financial situation, 2022-23
  4. 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
  5. 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
      • 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
      • 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
      • 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
  6. 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
      • 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
      • Figure 30: Usage of plant-based meat and related products – preference rate*, by city tiers, 2022
      • Figure 31: Usage of plant-based meat and related products – drop rate*, by city tier, 2022
  7. Barriers to Consumption

    • Bridging the gap with real meat is key to dispelling concerns
      • Figure 32: Barriers to consumption, 2022
      • Figure 33: Barriers to consumption – inferior to real meat, by region, 2022
      • 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
  8. Protein Perceptions

    • Animal protein stands out in positive nutrition
      • Figure 37: Protein perceptions, 2022
      • 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
      • Figure 40: Protein perceptions – environmentally friendly processing/breeding, by protein sources, 2022
  9. 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
  10. 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
  11. 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
      • Figure 50: Usage of plant-based meat and related products, by selected attitudes towards plant-based meat, 2022
  12. Food Personas

    • Who are they?
      • 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
      • Figure 55: Attitudes towards animal-based diet and plant-based diet – selected statement, by food persona, 2022
  13. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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