Plant proteins overview: Asia Pacific

Plant proteins have always been used in Asian cuisine, in the form of products that have since become popular in the West, such as tofu, seitan, and tempeh, but also in the form of mock meat products made from soya and seitan. The tradition linked to ‘mock meat’ has its roots in Asian culture, starting with Buddhism, which used these products to follow the religious teachings that “prohibit taking the life of any person or animal”, replicating animal meat with soya and seitan.

Technological progress has led to the availability of products that imitate conventional meat in every aspect, in terms of texture, taste, and nutritional profile, in response to the trends linked to a lower consumption of meat for ethical, environmental or health reasons. Meat-based dishes are widespread in the entire region and meat consumption has grown significantly in Asia in the past 30 years; according to the FAO, by 2050 the global demand for meat will grow by 75% as a result of the increase in population and wellbeing, especially in Asian countries.

To satisfy the global meat demand, it will be necessary to consider alternatives and sustainable solutions, such as plant-based products that imitate the consistency, taste and nutrients provided by animal products. However, as many plant-based products have been developed for the western market, they also tend to cater to Western taste buds, favouring the reproduction of meat substitutes such as plant-based hamburgers, nuggets, and sausages. Unlike in the western world, the trends and drivers that can lead Asian consumers to opt for plant-based meat substitutes vary, as do the products for which they are intended, that must be adapted to Asian culinary culture.

Asia’s market for meat substitutes is worth USD 4.32 billion as of 2023, report says

According to the report ‘Alternative Proteins and Asia“ by Food Frontier, which makes an in-depth analysis of 5 markets: China, Singapore, South Korea, Japan, and Thailand, the Asian market for meat substitutes is worth USD 4.32 billion in 2023 and is expected to grow annually by 33.27% (CAGR 2023-2027), reaching USD 13.63 billion by 2027. The investments in companies in the plant-based sector in the region came to USD 652 million in 2022 alone.

In general, most Asian consumers identify themselves as ‘meat eaters’, especially in Japan (91%) and South Korea (84%). China and Singapore turn out to be the most interesting markets, where consumers show a greater interest and willingness to use meat substitutes. According to the report, the main driver behind the consumption of plant-based meat substitutes is still linked to health – in line with the global trend – except in Singapore, where the emphasis is on environmental issues.

But what are the most important factors when it comes to buying meat substitutes?

In China and Thailand, the high protein content is one of the major factors that encourages consumers who buy plant-based meat substitutes and those interested in buying such products. In China, another crucial purchasing factor is the product label, and the presence of natural ingredients. In Singapore and South Korea, it is important for products to be affordable and easy to use and to integrate into common recipes. In Japan on the other hand, the most important factor that influences the purchase is the taste of the product, which must resemble the taste of meat or fish as closely as possible. Lastly, in China, Singapore, and South Korea, other factors considered are the potential benefits of the product with regard to digestibility and bone health, for example.

Price, however, remains one of the main obstacles to purchasing vegetable meat in Asia, together with the taste and texture of the product, in addition to cultural barriers. Plant-based meats are, in fact, sold at a ‘premium’ price, well above that of conventional meat. Consumers would be more interested in trying out these products if there were price parity between conventional meat and vegetable meat, or if the price gap were narrowed.

One thing is certain: never before has Asia presented such in interesting opportunity for companies of plant-based products in view of the increase in population and wellbeing, and the consequent rise in meat demand. Certain regions, however, such as Japan, still seem to be difficult to penetrate because they are culturally linked to the consumption of meat and animal proteins. The key will undoubtedly be to offer different products tailored to Asian culinary culture, such as gyoza, baozi, tonkatsu, and many other dishes, with positive health-related characteristics as the main driver for consumption. In addition, in order to allow a wider bracket of consumers to afford and take interest in such products, they will need to be priced on a par with conventional meat.