Table of Contents
Executive Summary
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- The market
- Companies and brands
- The consumer
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- Figure 1: Food consumption frequency, 2021
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- Figure 2: Interest in plant-based meat dishes, China, 2021
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- Figure 3: Perception of different food categories, China, 2021
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- Figure 4: Choice factors of plant-based meat snacks, China, 2021
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- Figure 5: Interest in plant-based meat ingredients, China, 2021
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- Figure 6: Attitudes towards meat and plant-based meat, China, 2021
- What we think
Issues and Insights
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- Marketing education to focus on nutrition
- The facts
- The implications
- Rely on format innovation to attract more consumers
- The facts
- The implications
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- 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
The Market – Market Factors
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- 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
Companies and Brands – Market Overview
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- 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
Marketing Activities
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- 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
New Product Trends
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- Continuous new product launches in food category bearing plant-based, vegan, and vegetarian claims
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- 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
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- 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
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- Figure 13: Plant-based food products mixed with real meat, global market, 2020-21
The Consumer – Food Consumption Frequency
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- More plant-sourced food and animal-based food as supplements
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- Figure 14: Food consumption frequency, China, 2021
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- Figure 15: Food consumption frequency (number of times) per month, China, 2021
- Females consume vegetables and fruit more frequently
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- Figure 16: Food consumption frequency, more than once per week, by gender, 2021
Interest in Plant-based Meat
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- Plant-based meat appeals especially among high earners
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- Figure 17: Interest in plant-based meat dishes, China, 2021
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- Figure 18: Interest in plant-based meat dishes, by income level, China, 2021
- Females go for bite sizes
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- Figure 19: Interest in plant-based meat dishes, by gender, China, 2021
- Chinese dishes with plant-based meat are well received by older consumers
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- 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
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- Figure 21: Interest in plant-based meat dishes, by choice factors of plant-based meat, China, 2021
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- Figure 22: Interest in plant-based meat dishes, by attitude towards plant-based meat mouthfeel, China, 2021
Perceptions of Different Food Categories
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- Plant-based meat is perceived differently from meat and soy
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- Figure 23: Perception of different food categories, China, 2021
- Nutritional benefits of plant-based meat need to be further communicated
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- 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
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- Figure 25: Perception of different food categories, by age group, China, 2021
Choice Factors of Plant-based Meat Snacks
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- Flavour and taste are most important
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- Figure 26: Choice factors of plant-based meat snacks, China, 2021
- Highlighting texture and special flavours to attract females and younger consumers
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- 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
Interest in Plant-based Meat Ingredients
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- Soybean and konjac are most welcomed ingredients
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- Figure 29: Interest in plant-based meat ingredients, China, 2021
- Older consumers are willing to try various ingredients
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- Figure 30: Interest in plant-based meat ingredients, by age, China, 2021
- Mid and high earners are willing to try less familiar ingredients
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- 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
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- Figure 32: Interest in plant-based meat ingredients, by plant-based meat choice factor, China, 2021
Attitudes towards Meat and Plant-based Meat
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- Meat is important
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- Figure 33: Attitudes towards meat, China, 2021
- But plant-based meat is also promising – especially in a snack format
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- Figure 34: Attitudes towards plant-based meat, China, 2021
- Males and young consumers doubt the taste of plant-based meat
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- Figure 35: Attitudes towards plant-based meat, by gender, China, 2021
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- Figure 36: Attitudes towards plant-based meat, by age, China, 2021
- Mid and high household income level consumers acknowledge benefit of plant-based meat
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- Figure 37: Attitudes towards plant-based meat, by household income level, China, 2021
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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