China Plant-based Food Market Report 2022
£ 3,695 (Excl.Tax)
Report Summary
“Consumers’ growing preference for localised plant-based meat product indicates that it’s time for plant-based meat to move beyond novel ingredient representing Western dietary culture and to be integrated into local food culture. A look into the senior consumer group places opportunity for plant-based foods to intrigue their needs in healthier plant-based protein supplements.”
– Rika Huang, Research Analyst
This Report discusses the following key topics:
- Key drivers for the plant-based meat market.
- Plant-based meat product innovation trends.
- Consumers’ consideration in diet compositions.
- Consumers’ key concerns towards animal-based food.
- Consumers’ interests in plant-based meat.
- Consumers’ attitudes towards plant-based vs animal-based food.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Excluded
- What you need to know
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Executive Summary
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- The market
- The competition will be more intense
- The impact from COVID-19 outbreak in 2022
- The consumer
- Figure 1: Food consumption needs, 2022
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- Figure 2: Concerns about meat, 2022
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- Figure 3: Interest in plant-based meat food, 2022
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- Figure 4: Venue preference, 2022
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- Figure 5: Ideal plant-based meat, 2022
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- Figure 6: Attitudes towards animal-based diet and plant-based diet, 2022
- What we think
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Issues and Insights
- Specialising plant-based meat products for seniors
- Facts
- The implications
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- Figure 7: Hey Maet × Grand Marble Vegan Meat Floss Toast, China, 2021
- Enhance the umami taste to satisfy Chinese palates
- The implications
- Figure 8: Examples of plant-based meat launches with umami taste claims, 2021
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- Figure 9: Hsin Tung Yang Microalgae Plant-based Meat Zongzi, China, 2022
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- Figure 10: Examples of plant-based meat launches with umami taste claims, 2021
- Leverage Chinese-style dining brands to penetrate consumers
- The facts
- The implications
- Figure 11: Green Monday Group × Langham Xintiandi vegetarian menu, China, 2021
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- Figure 12: Green Monday Group × Tang Palace plant-based Cantonese cuisine and dim sum, China, 2021
- Specialising plant-based meat products for seniors
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Market Factors
- Climate change makes livestock industry reform imperative
- Group standards contribute to market regulation
- Investment flows into domestic plant-based meat brands
- Climate change makes livestock industry reform imperative
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COVID Influences
- COVID-19 China context
- COVID-19 impact on the market and consumer
- Stockpiling behaviour and reduced out-of-home activities have been observed across the country
- Figure 13: Change in spending – Spent more, 2020-22
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- Figure 14: Change in spending – Spent more, 2020-22
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- Figure 15: COVID-related actions considered necessary to take in the next three months, 2022
- COVID-19 China context
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Market Activity
- Foreign brands build factories in China to capture plant-based meat market
- Leverage traditional festive foods to increase consumption penetration
- Figure 16: Xing Hua Lou × Harvest Gourmet mooncake gift box, China, 2021
- Figure 17: Starfield × Guang Zhou Jiu Jia Moon Festival gift box, China, 2021
- Active cooperation with foodservice channels
- Figure 18: Heytea Farmer Sandwich, China, 2021
- Figure 19: Burger King Zhen Xiang Plant-based Burger, China, 2021
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- Figure 20: Green Monday Group × Tang Palace plant-based Cantonese cuisine and dim sum, China, 2021
- Foreign brands build factories in China to capture plant-based meat market
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New Product Trends
- Product innovation is booming in APAC
- Figure 21: % share of product launches for plant-based meat substitute, by region, 2019-21
- Figure 22: Top five markets of % share of product launches for plant-based meat substitute in Asia-Pacific, 2019-21
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- Figure 23: % share of product launches for plant-based meat substitute with ethical and environmental claims in Asia or Europe, 2019 vs 2021
- Figure 24: Examples of plant-based meat products with ethical and environmental claims, Europe, 2021
- Highlight naturalness to increase consumers’ acceptance
- Figure 25: % share of product launches for plant-based meat products with natural claims, China and Europe, 2020-21
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- Figure 26: Perception of organic food, 2022
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- Figure 27: Examples of plant-based meat products with naturalness claims, 2021
- Develop cardiovascular-friendly products for the elderly
- Figure 28: Examples of plant-based meat products with cardiovascular-related claims, 2021
- Product innovation is booming in APAC
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Food Consumption Needs
- Intense desire to increase plant-based diets
- Figure 29: Food consumption needs, 2022
- Plant-based food can serve diverse and balanced diet needs
- Figure 30: Food consumption needs to take in more on selected foods, 2022
- Figure 31: Food consumption needs to take in more on selected foods, by generation, 2022
- Mushrooms can be substitutional to red meat for elderlies
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- Figure 32: Food consumption needs to take in less on selected foods, by generation, 2022
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- Figure 33: Food consumption needs of to take in more, by to take in less red meat, 2022
- Intense desire to increase plant-based diets
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Concerns about Meat
- Contamination and over-processing pose major concerns
- Figure 34: Concerns about meat, 2022
- Red meat consumption is affected by nutritional deficiencies and ethical considerations
- Figure 35: Concern about meat, by consumers take in more vs take in less selected animal-based foods, 2022
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- Figure 36: Concern about meat – The way raw meat is obtained is cruel, by company type and education, 2022
- Contamination and over-processing pose major concerns
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Interest in Plant-based Meat Food
- Chinese-style plant-based foods are on the rise
- Figure 37: Interest in plant-based meat food, 2022
- Consumers seek refreshment from plant-based foods
- Plant-based dried meat floss can target the elderly in its various applications
- Figure 38: Ideal plant-based meat – Easy to digest, by plant-based foods, 2022
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- Figure 39: Interest in plant-based meat food – Dried meat floss, by city, 2022
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- Figure 40: Venue preference – Bakery houses, by generation, 2022
- Chinese-style plant-based foods are on the rise
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Venue Preference
- Flexible and casual bakery houses are preferred venue
- Figure 41: Venue preference, 2022
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- Figure 42: BreadTalk × Impossible Foods, Singapore, 2020
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- Figure 43: Zhi Ai Sheng Huo × Chunfeng Songyue Lou plant-based meat dumplings and steamed buns, China, 2021
- Figure 44: Venue preference – Chinese-style fast food restaurant and full-service Chinese-style restaurants, by region, 2022
- Flexible and casual bakery houses are preferred venue
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Ideal Plant-based Meat
- Nutritional benefits of plant protein are valued over taste
- Figure 45: Ideal plant-based meat, 2022
- Further targeting health needs of seniors through salt reduction claims
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- Figure 46: Ideal plant-based meat – Selected features, by generation, 2022
- Umami taste and good value for money deserve more attention
- Figure 47: TURF Analysis – Ideal Plant-based Meat, 2022
- Nutritional benefits of plant protein are valued over taste
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Attitudes towards Animal-based Diet and Plant-based Diet
- Unique benefits of both diets are welcomed
- Figure 48: Attitudes towards animal-based diet and plant-based diet, 2022
- Sustainability drives consumers’ interest in meat substitute
- Figure 49: Attitudes towards animal-based diet and plant-based diet, by consumers who agree that it’s necessary for people to eat less meat to reduce carbon emissions, 2022
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- Figure 50: Attitudes towards animal-based diet and plant-based diet – Consumers who disagree that it’s necessary for people to eat less meat to reduce carbon emissions, by education, 2022
- Continuous product innovation helps renew soy-based protein
- Figure 51: Attitudes towards animal-based diet and plant-based diet – CHAID, 2022
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- Figure 52: ZROU × Moka Bros spring menu, 2021
- Unique benefits of both diets are welcomed
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Food Personas
- Who are they?
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- Figure 53: Food personas, 2022
- Figure 54: Food personas, by age, 2022
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- Figure 55: Food personas, by education, 2022
- Leverage umami taste to boost mood of emotional eaters
- Figure 56: Attitudes towards animal-based diet and plant-based diet – Consumers who agree eating meat can lift mood, by food persona, 2022
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- Figure 57: Ideal plant-based meat – Umami taste, by food persona, 2022
- Developing uniqueness of plant-based food to compete with white meat
- Figure 58: Food consumption needs to take in more on selected foods, by food persona, 2022
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- Figure 59: Attitudes towards animal-based diet and plant-based diet – Consumers who agree white meat (eg chicken, fish) is healthier than red meat (eg beef, pork), by food persona, 2022
- Who are they?
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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