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
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.
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!’).
