Success in China’s meat-substitute market requires deeper understanding of the Chinese diet

36% of Chinese consumers find plant-based concepts and claims somewhat/very appealing. Source: GlobalData’s 2019 Q3 Global Consumer Survey.

Zhenmeat is a Chinese plant-based start-up that aims to establish itself as the number one meat-substitute brand in China. ‘Zhen’ comes from the Chinese word for ‘real’, implying the company’s USP is the creation of authentic meat substitutes. Another priority for Zhenmeat is understanding the consumer base and nuances with China’s already largely flexitarian diet. Its main product is plant-based mincemeat from pea protein in both pork and beef flavours. Zhenmeat has also created a trial mooncake, a popular snack eaten during China’s Mid-Autumn Festival.

Whilst vegetarianism lags behind western countries, Chinese consumers already eat far less meat than the rest of the world. The widespread consumption of tofu and soy has existed for centuries and represents an almost universal familiarity to meat alternatives in such a huge market. With low red meat consumption, seafood and plant-based proteins are often eaten as a nutritious alternative. This is supported by 38% of Chinese consumers who say they adhere to a low meat diet, compared to just 23% globally; according to GlobalData’s 2018 Q3 Global Consumer Survey.

What is driving demand for plant-based meat alternatives?

China’s economic development and one child policy has resulted in an aging population that is living longer than ever before. The consequence is Chinese consumers are becoming increasingly health-conscious. Since the majority of Chinese meat products are imported, plant-based meat alternatives will help increase the country’s self-sufficiency, as well as reduce carbon footprints. This is supported by the 36% of Chinese consumers that find plant-based concepts and claims somewhat/very appealing, according to GlobalData’s 2019 Q3 Global Consumer Survey.

In response to desires for more authentic meat substitutes like Zhenmeat’s inventions, Impossible Foods has also diversified from burger patties to cuisine-specific foods. As older consumers favour traditional foods, manufacturers are identifying conservative food offerings that resonate with Chinese consumers familiar with national cuisine. Impossible Lion’s Head Dumpling in Broth and Impossible Siew Mai are prototypes of dishes for the Chinese market, and indicate industry attempts to meet growing consumer demand.

What challenges do brands face?

Local brands will have an advantage as they benefit from cultural understanding and domestic economies of scale.  On the other hand, foreign brands may enjoy a reputation abroad for meat-free western ‘fast food’, but success in China will require deeper consumer understanding of a more conservative society in which family and home-cooking are part of the social fabric.

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