Opinion | Plant-based meat’s success in Asia boils down to cost and outreach

Research suggests the plant-based meat industry should target consumers seeking protein diversity or nutritious supplements rather than a replacement

Survey also indicates affordability would boost prospects for plant-based protein consumption in Southeast Asia

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For now, the data shows consumers don’t want to be asked to choose between plant-based products and the conventional meat they know and love. Photo: AFP

Published: 7:30pm, 24 Feb 2024

In study after study, the headlines are screamingly clear: Asia’s soaring appetite for animal protein is on a collision course with our planetary limits.

The problem? According to new research conducted by the Good Growth Company, consumers in Southeast Asia – one of the world’s fastest-growing economic regions – overwhelmingly say they intend to keep eating animal meat. Meanwhile, nearly a quarter want to increase their consumption over the coming year, not decrease it.

That’s bad news for the planet. But this top-line figure obscures more nuanced takeaways, which collectively reveal several “middle path” areas where an accelerated uptake of climate-friendly alternative proteins like plant-based meat is not only possible but could also strengthen the regional economy.

For starters, consider which survey respondents were most enthusiastic about plant-based meat. Vegetarians? No. Those reducing their meat consumption? No. In all six markets featured in the study – Singapore, Thailand, Malaysia, Indonesia, Vietnam and the Philippines – the consumers who expressed the most enthusiasm for plant-based meat were the people who eat conventional meat the most frequently – and are most likely to consume more of it.

This same principle held true on the other end of the spectrum: people who currently consume animal meat infrequently were significantly more sceptical of consuming plant-based meat.

If that feels counterintuitive, it’s because plant-based meat marketing has traditionally focused heavily on the idea of substitution (‘Want a healthier alternative? Drop the meat and try veggie chicken instead!’).

Opinion | Plant-based meat’s success in Asia boils down to cost and outreach

Research suggests the plant-based meat industry should target consumers seeking protein diversity or nutritious supplements rather than a replacement Survey also indicates affordability would boost prospects for plant-based protein consumption in Southeast Asia

Research suggests the plant-based meat industry should target consumers seeking protein diversity or nutritious supplements rather than a replacement

Survey also indicates affordability would boost prospects for plant-based protein consumption in Southeast Asia