The plant-based meat business is on the rise, however challenges stay


A customer tries a plant-based meat substitute product on the Restaurant & Bar and Gourmand Asia expo on the Hong Kong Conference and Exhibition centre in Hong Kong on November 11, 2020.

Peter Parks | AFP | Getty Pictures

SINGAPORE — Demand for meat options has grown and can proceed to rise, however the business nonetheless has hurdles to beat in several components of the world, analysts stated.

Worldwide search curiosity for the time period “plant-based meat” skyrocketed in early 2019 months earlier than Past Meat’s preliminary public providing, in keeping with Google Tendencies.

The worldwide meat substitutes sector is value $20.7 billion, and is about to develop to $23.2 billion by 2024, market analysis firm Euromonitor instructed CNBC.

That progress is being spurred by considerations starting from animal welfare to meals safety and the Covid-19 pandemic.

“On this period of shocks and instability, constructing a low-risk worth chain means specializing in the place the alternatives are, and the shift in the direction of plant-based meat reveals no indicators of slowing down,” stated Elaine Siu, managing director of The Good Meals Institute Asia Pacific.

However obstacles stay for the burgeoning market.

Cultural obstacles

The plant-based meat market in Asia could also be restricted by established notion points, stated Siu.

For instance, mock meat or vegetarian meat was beforehand primarily eaten by followers of Buddhism in China, she stated.

“Replication of the style and texture of meat was by no means pushed previous a comparatively fundamental degree,” she stated, including that these conventional merchandise serve a particular function and “their enchantment is seen as restricted” to sure teams.

“To ensure that plant-based meat to achieve its full market potential in Asia, the sector should proceed to interrupt freed from its affiliation with conventional mock meats, that are anticipated to be bought at a low worth level and carry historic picture baggage,” stated Siu.

Objections from the standard meat business

A herd of beef cattle collect within the shade of previous barn on Could 4, 2020 in Owings, Maryland.

Mark Wilson | Getty Pictures Information | Getty Pictures

“Incumbent producers are going to foyer their governments onerous to vary the labelling, to fiddle with client promoting to say you possibly can’t name it meat,” Powell instructed CNBC by way of Zoom. “I feel that is doubtlessly one of many largest obstacles.”

The European Union in October rejected proposals to ban eating places and retailers from utilizing phrases reminiscent of sausage or burger when describing meat options.

Shopper confidence, client fatigue

Powell added that if any of the plant-based meat firms had “some form of accident” or drawback with their recipe that ends in a “large recall,” that would make clients afraid of consuming these options.

“It is a massive ‘if’ … but when they had been to have a giant recall of product, then that may dent client confidence,” he stated. “Sooner or later, you are going to get these occasions. That is going to set the business again a bit.”

Individually, Powell stated the “Instagrammability” of plant-based meals is one purpose why the market is rising “in every single place on the planet.” Development of the market may very well be hindered if the novelty of meat options fades away or wears off, he stated.

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