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 meat, 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.

• 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

This Report investigates consumption behaviour and attitudes towards plant-based foods at various occasions, including cooking at home, eating out or choosing packaged products. Plant-based meat is the central topic in this Report due to its increasing popularity in the China market.

For the purpose of this Report, Mintel has used the following definitions:

Plant-based food includes those derived from a plant source, such as vegetables, fruit, and beans. Although fungi are not biologically classified as plants, fungi-based products are included in our definition of plant-based foods for analysis, as they are still derived from non-animal sources.

Trends in consuming food and drink from animal origin, such as meat, egg and dairy are discussed for the purposes of comparison.

Plant-based drinks are excluded. They are discussed in a separate Report.

Mintel divides consumers into three groups based on their monthly household income (MHI) and monthly personal income (MPI). The table below shows the definitions of each consumer group.