2021
0
China Plant-based Food Market Report 2021
2021-07-01T04:10:36+01:00
OX1046221
3695
139918
[{"name":"Vegan and Plant-based","url":"https:\/\/store.mintel.com\/industries\/food\/vegan-plant-based"}]
Report
en_GB
“The plant-based meat market is growing, driven by consumers’ increasing awareness of and needs for a healthy diet. Although limited familiarity and previous perceptions of traditional soy meat may hinder…

China Plant-based Food Market Report 2021

£ 3,695 (Excl.Tax)

Description

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

The plant-based food market in China is taking off as an increasing number of consumers become more aware of the importance of protein intake, especially when more than ever are pursuing a light diet (ie low fat and cholesterol). Moreover, COVID-19 has seen more consumers paying attention to food safety and the immune system, leading to more potential consumers of plant-based meats which are rich in good quality protein.

Although the interest in trying different dishes and ingredients made with plant-based meat products is relatively high, consumers show limited familiarity with plant-based meat, especially when differentiating plant-based meat products with mea, soy, legumes and vegetables. This is presumably owing to the influence of traditional Chinese-style soy meat products.

With direct and continuous marketing education and communication, as well as product innovation in the market (eg plant-based meat in dish format), the market is expected to continue growing. Brands should primarily focus on early adopters who recognise the nutritional benefit of plant-based meat, and attract followers who prefer actual meat but are also willing to try because of marketing hype and product flavour.

Read on to discover more details or take a look at all of our Vegan and Plant-Based Food Market Research.

Quickly understand

  • Factors that drive the emerging plant-based meat market.
  • Key players in the plant-based meat market and their marketing strategies.
  • Plant-based meat product innovation inspiration.
  • Consumers’ consumption and perception of food and ingredients.
  • Consumers’ interest in plant-based meat and ingredients.
  • Consumers’ attitudes towards plant-based meat.
  • Plant based protein food trends.
  • Plant based food industry trends.

Covered in this report

Brands: Beyond Meat, Harvest Gourmet, Eat the Change, Viomix, Plant O Foodie, Whole Perfect Food, Meatless Kingdom, AH (Albert Heijn), Perdue.

Expert analysis from a specialist in the field

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

The plant-based meat market is growing, driven by consumers’ increasing awareness of and needs for a healthy diet. Although limited familiarity and previous perceptions of traditional soy meat may hinder consumers’ interest in trying, continuous marketing education and product innovation are expected to support future market growth.

Laurel Gu - Category DirectorLaurel Gu
Category Director

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
    • Demographic classifications
  2. Executive Summary

    • The market
    • Companies and brands
    • The consumer
      • Figure 1: Food consumption frequency, 2021
      • Figure 2: Interest in plant-based meat dishes, China, 2021
      • Figure 3: Perception of different food categories, China, 2021
      • Figure 4: Choice factors of plant-based meat snacks, China, 2021
      • Figure 5: Interest in plant-based meat ingredients, China, 2021
      • Figure 6: Attitudes towards meat and plant-based meat, China, 2021
    • What we think
  3. Issues and Insights

    • Marketing education to focus on nutrition
    • The facts
    • The implications
    • Rely on format innovation to attract more consumers
    • The facts
    • The implications
      • Figure 7: Chinese dishes with plant-based meat by Harvest Gourmet, China, 2021
      • Figure 8: Plant-based meat jerky products on the global market, USA and South Korea, 2021
    • Primary target consumers seeking healthy meat alternatives, while followers looking for flavour and taste
    • The facts
    • The implications
  4. The Market – Market Factors

    • COVID-19 raises awareness of meat safety and protein intake
    • Worries about various health issues drive consumers to try meat alternatives
    • Legislation will be issued in two to three years
    • Traditional soy meat products colour consumers’ perception of plant-based food
  5. Companies and Brands – Market Overview

    • A fast-developing field wide open for both international and domestic competitors
    • International brands entering China via international retailers and QSRs
    • More domestic brands gaining visibility
  6. Marketing Activities

    • Continue collaborating with QSRs for routine products
    • Reach consumers with more channels such as convenience stores and food delivery
    • Lowering prices to make plant-based meat more affordable
    • Rely on celebrities to increase awareness
    • Emphasising similarity to real meat
  7. New Product Trends

    • Continuous new product launches in food category bearing plant-based, vegan, and vegetarian claims
      • Figure 9: Share of plant-based related food categories within food super-category, China, 2011-2020
      • Figure 10: Share of plant-based, vegan and vegetarian claims within food super-category, China, 2011-2020
    • New format innovation to meet diverse needs for meat
      • Figure 11: Plant-based meat products with innovative formats, China market, 2020-21
      • Figure 12: Plant-based meat products with innovative formats, global market, 2020-21
    • Innovation in localisation and catering to Chinese palates
    • Mixing real meat with plant-based meat
      • Figure 13: Plant-based food products mixed with real meat, global market, 2020-21
  8. The Consumer – Food Consumption Frequency

    • More plant-sourced food and animal-based food as supplements
      • Figure 14: Food consumption frequency, China, 2021
      • Figure 15: Food consumption frequency (number of times) per month, China, 2021
    • Females consume vegetables and fruit more frequently
      • Figure 16: Food consumption frequency, more than once per week, by gender, 2021
  9. Interest in Plant-based Meat

    • Plant-based meat appeals especially among high earners
      • Figure 17: Interest in plant-based meat dishes, China, 2021
      • Figure 18: Interest in plant-based meat dishes, by income level, China, 2021
    • Females go for bite sizes
      • Figure 19: Interest in plant-based meat dishes, by gender, China, 2021
    • Chinese dishes with plant-based meat are well received by older consumers
      • Figure 20: Interest in plant-based meat dishes, by age group, China, 2021
    • Plant-based meat steak, chicken nuggets and meat skewers better appeal to those seeking plant-based meat that can replace real meat
      • Figure 21: Interest in plant-based meat dishes, by choice factors of plant-based meat, China, 2021
      • Figure 22: Interest in plant-based meat dishes, by attitude towards plant-based meat mouthfeel, China, 2021
  10. Perceptions of Different Food Categories

    • Plant-based meat is perceived differently from meat and soy
      • Figure 23: Perception of different food categories, China, 2021
    • Nutritional benefits of plant-based meat need to be further communicated
      • Figure 24: Perception of different food categories, by would like to see more meat made with plant-based meat, China, 2021
    • Fewer young consumers find plant-based meat nutritious
      • Figure 25: Perception of different food categories, by age group, China, 2021
  11. Choice Factors of Plant-based Meat Snacks

    • Flavour and taste are most important
      • Figure 26: Choice factors of plant-based meat snacks, China, 2021
    • Highlighting texture and special flavours to attract females and younger consumers
      • Figure 27: Choice factors of plant-based meat snacks, top three selected, by gender, China, 2021
      • Figure 28: Choice factors of plant-based meat snacks, top three selected, by age, China, 2021
  12. Interest in Plant-based Meat Ingredients

    • Soybean and konjac are most welcomed ingredients
      • Figure 29: Interest in plant-based meat ingredients, China, 2021
    • Older consumers are willing to try various ingredients
      • Figure 30: Interest in plant-based meat ingredients, by age, China, 2021
    • Mid and high earners are willing to try less familiar ingredients
      • Figure 31: Interest in plant-based meat ingredients, by income level, China, 2021
    • Consumers who rate genetic safety as important when choosing plant-based meat more likely to try soybean
      • Figure 32: Interest in plant-based meat ingredients, by plant-based meat choice factor, China, 2021
  13. Attitudes towards Meat and Plant-based Meat

    • Meat is important
      • Figure 33: Attitudes towards meat, China, 2021
    • But plant-based meat is also promising – especially in a snack format
      • Figure 34: Attitudes towards plant-based meat, China, 2021
    • Males and young consumers doubt the taste of plant-based meat
      • Figure 35: Attitudes towards plant-based meat, by gender, China, 2021
      • Figure 36: Attitudes towards plant-based meat, by age, China, 2021
    • Mid and high household income level consumers acknowledge benefit of plant-based meat
      • Figure 37: Attitudes towards plant-based meat, by household income level, China, 2021
  14. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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