Can plant meat and dairy products "Chinese stomach" accept?

For young people, they not only pursue deliciousness, but also pursue nutrition and health, but also put more attention on the novel taste and trendy form.

In this background, plant milk, plant meat, plant eggs and other low -fat, healthy, and green plant -based foods have become more and more sought after by young people, becoming more and more "frequent customers" in shopping carts.

In this context, China's plant base market has great potential for future development. At present, not only the mainstream supermarkets have more and more plant -based foods, but non -vegetarian and vegetarian companies are also entering, providing plant -based meat products and dairy products.

Is it so universal? Can our "Chinese stomach" accept it?

Why do foods such as plant bases be hot

The "plant -based" food concept is a newer category for the Chinese market and domestic consumers. But in fact, since the first milk product in 2005, it was born in Europe, and the global plant base market has developed a history of nearly two decades.

Foreign market research companies have also included "plant -based" in the global food and beverage industry for many years. The continuous growth of plant -based food market share is very significant. Data show that the global plant -based food market size will reach US $ 77.8 billion in 2025, and it is expected to further increase.

Why use plant -based foods to replace those animal sources? The reason can be divided into two categories: health and environmental protection.

The health advantage of plant -based foods is mainly reflected in the benefits of low -fat, low calories, low cholesterol and more fiber.

In terms of environmental protection, data shows that carbon emissions produced by animal husbandry account for 15%of the global total carbon emissions, exceeding the total amount of carbon emissions in all global transportation. The carbon emissions produced per kilogram of fresh milk are close to 7 times that of soy milk.

In addition to health and environmental protection, vegetarians are also internal drivers for the development of the plant -based market. However, consumer groups that have attracted much attention from plant -based food manufacturers are elastic vegetarians. Data show that a quarter of consumers in the world call themselves elastic vegetarian. Among them, 48%of Chinese consumers call themselves elastic vegetarian, and 15%of consumers call themselves vegan, vegetarians or or Fisher.

In China, plant bases are also extended to plant materials with plant characteristics. They are added to clean products, skin care products, and even clothing fabrics. They are applied to the propaganda of various fast -moving brands, but the value geometry is yet to be questioned.

Regardless of consumers, "plant base" has become synonymous with scientific and technological innovation and consumption upgrades. Capital has held it on the wind. New and old players of food categories are eager to try, trying to win the new circle of "plant -based" password.

Plant meat is still difficult to meet "Chinese stomach"

According to different categories, the plant -based food market can be roughly divided into the following sections: plant meat (including seafood), plant milk, plant eggs and plant snacks.

From the perspective of the global market, plant milk and plant meat are the two categories with the highest sales volume of plant -based products. In 2020, global plant -based product product division category sales share, plant milk accounting for 62.4%, plant meat accounting for 19.9 to 19.9 %. It is predicted that by 2023, the size of the Chinese plant meat market will reach $ 13 billion, which can almost account for almost half of the global market.

Plant meat should be called "plant -based meat" strictly. As the name suggests, it is based on plant ingredients to imitate the product of the meat, fragrance, taste, and physical state. At present, the raw materials for most plant meat are soybeans. Many people who lose weight and fitness will treat plant meat as a substitute for real meat. Thinking about the addiction and not gaining weight.

In addition to prices and taste, the factors that affect the development of plant meat in the Chinese market are that there are fewer styles, which is difficult to meet the rich and diverse traditional Chinese food consumption scenarios. In the American plant meat market, Hamburg channels have contributed more than 80%of sales, and Hamburg is a product with higher consumption frequency of most Americans.

However, the traditional meat consumption scenarios in my country are very diverse, such as shabu -shabu, barbecue, braisedness, stir -fried vegetables, etc. Different consumer scenarios require different product forms, and each product form is different in meat quality. The requirements of the meat are thin, and you must be able to withstand the shabu; the barbecue requires the taste, the oil, and the roasting; the braised meat depends on the flavor and color, but also the chewing;

Furthermore, many plant meat often has a large amount of additives and onion and garlic. This makes plant bases in the domestic market that seems to be in an embarrassing situation that "it is not possible to please vegetarians and ordinary consumers to buy it."

Plant milk people have a high degree of acceptance

Compared to plant meat, plant milk is much more pleasing to the consumer market.

In 2020, the global dairy substitution market size was US $ 20.5 billion, and the Chinese plant milk market was 55 billion yuan.

In the past two years, the global plant milk market has been increasing, and partly is that traditional and old brand companies have been transformed by market trends. Some are start -ups with clear goals. They all want to divide the cakes of the plant milk market.

In the past few years, plant milk is mainly soy milk and almond milk; now, dairy products extracted from other plants, including quinoa milk and avocado milk, have competed. More innovative ideas are focused on Upgrade of health and taste.

From the perspective of industry experts, plant milk can not be sold in the Chinese market, which is verified. On the one hand, many Asians suffer from lactose intolerance and have demand for plant protein beverages; on the other hand, Chinese consumers have a high degree of awareness and acceptance of plant protein drinks. "They may not drink oatmeal , But you must have drank soymilk and coconut milk. I have heard of traditional brands such as coconut trees, dew, and six walnuts. "Data show that the market size of the oat industry in my country is on the rise. RMB 1.75 billion. In the first quarter of 2021, the sales of oat milk on domestic online channels increased by nearly 280%year -on -year.

The taste is one of the important reasons for oatmeal milk to run out of many plant milk. In the investigation of oat milk's taste attitude, 75.5%of Chinese consumers believe that oat milk is delicious, and only 0.5%of the respondents think that it is not good and does not meet their own taste.

Therefore, walking into the cafe in daily life, even baking, ice cream and many other healthy foods can see oat milk.

With a large number of marketing, some plant milk brands also seem to be more expensive "to be famous". The price is generally higher than that of traditional plant protein beverages, and even twice as much as pure milk, but consumers buy it very much. (Edit Li Chuang)

Source: Wuhan Evening News

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