Food & Beverage Asia December/January 2024

INGREDIENTS 19
Address consumer criticism head-on
Rating scales like the NOVA scale have
deemed plant-based meat alternatives as
ultra processed – accordingly, brands are
addressing these concerns. For example,
US brand Daring have advertised their short
ingredient list of only six ingredients (water,
protein (soy), vegetables oil (sunflower or
canola), salt, natural flavours and spices.
Taste concerns are another main criticism
that brands need to address. Mintel data
has revealed that only 31% of consumers
in China say that plant-based proteins are
tasty. Here, plant-based meat brands can
learn from plant-based milk alternatives.
Plant-based milk brands typically contain
the key ingredient in the name of
the product, eg oat milk and
almond milk. Plant-based
meat alternatives are often
called meatless, or vegan
or meat free, making it
difficult for consumers
to understand the
delivered taste.
Be plant forward
Many more
consumers
are interested
in increasing
their fruit and
vegetable
intake and their
consumption
of vitamins and
minerals than
are keen to avoid
animal products. In
Singapore, only 11%
of the adult population
eat enough fruit and
vegetables, according to
the local government. This
therefore offers opportunities
for plant-based brands to avoid
mimicking the taste of meat, but
instead focus on the vegetables
in the formulation. In the UK, 50% of
consumers agree they would be more likely
to try a meat substitute that does not try to
mimic meat. Ingredients like mushrooms,
algae and mycelium and legumes are thus
likely to become more popular in plant-based
alternatives that are vegetable forward.
Target specific demographics
One change that must take place to reform
the plant-based meat alternatives sector
is to move beyond niche positioning. When
plant-based meats were first launched, they
were mostly positioned as vegan friendly or
as a solution to climate change. However,
these products could in fact be more broadly
aimed at flexitarians who are focused on
increasing their vegetable intake and/or
reducing animal products or even looking
for more variety in their everyday meals. For
example, environmental peer pressure is real
for younger consumers and 49% of UK Gen Z
adults think “buying sustainable/ethical
groceries makes you look good” compared
to just 19% of baby boomers. Consider also
consumers who are seeking to add plantbased
options to their diet to generate variety,
like the 40% of US consumers self-identified
as omnivores who stated that they eat plantbased
products to add variety to their diet.
There are two key approaches to eating and
nutrition that inform plant-based innovation:
one is reducing animal foods, and the other is
eating more plants – tapping into this mindset
would thus attract a wider pool of consumers.
THE SPECTRUM OF PROTEIN
If brands can address the criticisms of
consumers and tempt them to re-engage with
the sector, there is definitely a bright future
ahead for plant-based meat alternatives.
However, it is also worth noting that the future
of protein will span the spectrum between:
• Animal protein, where consumers
will eat smaller portions of a
higher quality, less frequently;
• Plant based alternatives, that either
mimic the taste and texture of meat
but are improved in their nutritional
and price proposition or those that
are deliberately plant forward;
• Cultivated meat, which are cell-based
meat grown in a tank, offering animal
protein that does not involve slaughtering
animals. This technology is already
for sale in Singapore and will soon be
available in the US, but only in limited
amounts at fine dining restaurants.
Studies indicate that cultivated meat
would be 2000-4000% more efficient
than beef and grow only the part of the
animal that is consumed. When these
products are finally launched to mainstream
consumers, it is likely to be in hybrid
combination with plant-based alternatives
due to the limited quantities available.
The challenge for brands (regardless of the
protein sector they operate in) will be to
demonstrate, with laser focus, how they solve
consumer problems surrounding protein intake,
nutrition, taste and price. Ultimately, brands will
need to play their part in supplying 10 billion
consumers on the planet with enough protein
by the year 2050, in a sustainable way. FBA
FOOD & BEVERAGE ASIA DECEMBER 2023 / JANUARY 2024