China Food

The war of “artificial meat” has really ignited in China!

How fragrant is the vegetable meat market in China? This can be seen from the domestic catering giants such as Starbucks, KFC and Pizza Hut entering the board one after another, and beyond meat, which is known as “the first share of artificial meat”, has been launched one after another, HEMA and metro. However, it is hard to ignore the fact that, compared with the enthusiasm of companies, vegetable meat has not caused too much splash among consumers, and the reasons behind this include high price, distance between taste and real meat, etc.


“无论规模或大或小的植物肉生产商,消费者将根据产品的口味、营养和价格进行评判。” Beyond Meat首席增长官查克·穆特告诉小食代。日前,围绕植物肉公司在中国怎样才能“乘风破浪”的主题,小食代与行业“明星公司”Beyond Meat和Impossible Foods的全球高管等进行了交流。

let’s take a look at it.

Focus on catering channels

In the promotion of its products, cooperation with restaurants or tea chains is the first choice for most vegetable meat companies. Take beyond meat as an example. The event marking the company’s official entry into the mainland market is to launch a number of dishes in cooperation with Starbucks China. Later, beyond meat entered the mainland retail market through the online box horse, and sold it directly to consumers.


谈及重点渠道,Beyond Meat首席增长官查克·穆特告诉小食代:“虽然餐饮服务业和零售业都是实现我们业务增长的重要渠道,但随着我们不断向中国消费者介绍别样肉客的产品,我们的重点将更多地放在(B端)餐饮服务业上。”


为此,Beyond Meat已经请了餐饮“老将”陈美瑜来掌管中国生意。穆特表示,这一任命属于Beyond Meat长期增长战略的一部分。陈美瑜在中国拥有20多年“打造标志性品牌的丰富经验”,并负责过肯德基和必胜客品牌。

“她对本地市场的了解和洞察力,以及在品牌建设和餐饮方面的专业知识,将为别样肉客在中国的快速发展提供积极有效的支持。”穆特说。

要主攻餐饮渠道的决定并不难理解。一方面,就植物肉这一新兴品类的普及而言,餐饮连锁庞大的门店网络等资源能帮助更容易地触达更多消费者。“别样肉客的企业核心价值之一就是提升可及性,这也是为什么可以看到我们与包括星巴克和肯德基在内的众多快餐连锁店合作的原因。”穆特说道。

另一方面,餐饮店应用植物肉的方式能为消费者自行烹饪提供灵感,从而助推了零售市场增长。


为了抓住中国植物肉市场机遇,穆特向小食代表示,Beyond Meat的目标是尽快在中国实现本地化生产,目前该公司在中国的现有产品均是从美国进口。此前,Beyond Meat曾表示2020年在亚洲开设生产工厂以打入中国市场,但并未透露具体选址。

这将帮助Beyond Meat降低价格,提高产品渗透率。穆特还透露,Beyond Meat内部制定了“到2024年前至少将一种产品的价格降至与同类动物蛋白质相同”的目标,在中国市场设立生产设施将大大促进这一目标的实现。

Integration with Chinese food

As the world’s largest meat consumer, China’s market is undoubtedly the “ideal paradise” for vegetable meat players.

When communicating, the target group of the company’s products is actually meat lovers, not vegetarians.

A few days ago, mut told the snacks generation that beyond meat and elastic vegetarianism fans are growing.

It’s a good idea to target a much larger group than vegetarians. However, it is not easy to grasp the “stomach” of meat lovers in the Chinese market: at present, vegetable meat products are mainly in the form of minced meat, which is far from the taste of meat slices that Chinese consumers like to eat. Xiaoshidai noted that at the fbif2020 food and beverage innovation forum held in July this year, Xue Yan once said: “Chinese consumers actually want to have higher requirements in texture, texture and taste. They want sliced meat and shredded meat, which is more like the taste of meat. This is the challenge of localization and needs every enterprise to deal with.” “For the Chinese market, it’s really crucial how (plant meat) is embedded in traditional dishes.” Xue Yan told xiaoshidai.

Under the background that Chinese food dominates the absolute discourse power of Chinese catering market, this means that those vegetable meat companies that want to make a breakthrough in the world must perfectly integrate their own products into the dishes that Chinese consumers often eat and can make, rather than limited to Western fast food such as hamburgers and fried chicken nuggets.


和中餐融合也是Beyond Meat开拓中国市场的一个打法,特别是在零售市场。


“我们知道一些消费者可能不熟悉植物蛋白的烹饪方式,或不确定是否能够烹饪成功,这些原因可能会影响他们的尝试。”穆特告诉小食代,在此前进入盒马时,Beyond Meat曾与厨师合作展示旗下产品的多种烹饪可能性,让消费者可以在家中也能品尝到用别样肉客所烹制的红烧狮子头和糖醋小排等。

“Healthier nutrition”

However, in addition to the above price and taste factors, encouraging Chinese consumers to buy vegetable protein meat still faces the challenge of nutrition cognition. According to the survey results released in March this year, 66% of urban consumers in China believe that they can not get enough nutrition if they only eat plant-based food; 80% of Chinese urban consumers think meat is indispensable for a balanced and nutritious diet. “Therefore, it is essential for plant protein meat producers to teach consumers that the new vegetable protein meat is not only a modern version of meat imitation, but also healthier and more nutritious.” According to inmant.

Photo source: inmate


“我们意识到,要在市场上取得成功,必须了解消费者的口味、抢占营养优势并最终赢在价格。如果能够做到这三点,我们将有很大机会让消费者从食用动物肉类向食用植物肉类转变。”穆特告诉小食代,Beyond Meat的目标是在全球范围内扩大目前在美销售的产品的规模,“因此,除了扩大产品在中国各地的销售网络外,大家也将会看到我们推出更多产品”。

“别样肉客拥有三个核心创新平台,即牛肉、家禽(注:如鸡肉)和猪肉,我们将继续在这些方面发展,不断推出新产品,以满足中国消费者的需求和偏好。” 穆特还向小食代表示,别样肉客目前的产品原料不含大豆,但了解到大豆在中国的消费者接受度高,对未来在部分产品中加入大豆的可能性持开放态度。


由于对自然环境友好、脂肪含量低等原因,植物肉受到了越来越多追捧。市场研究公司MarketsandMarkets的数据显示,全球肉类替代食品规模到2023年有望达到64亿美元,亚洲是增长最快的地区。

在中国,“植物肉”的消费需求也呈现增长趋势。根据益普索Ipsos调研数据显示,超过70%的消费者认为目前食用的加工肉制品(午餐肉等)可以被替代;植物基人造肉的替代性比实验室培养肉更高,尤其在加工肉制品与豆制品的品类中,86%的消费者表示将会在新冠疫情后改变肉类消费习惯。

Image source: Ipsos


随着植物肉在中国市场走红,这一行业的竞争也在升温。在本土市场,以星期零及Hey Meat为代表的植物肉企业不断涌现。

As for impossible foods, which is often compared with beyond meat, this vegetable meat company, which is also from the United States, has yet to enter the mainland market. Its products are currently sold through restaurants in Hong Kong and Macao.

“We are still studying what strategy is appropriate for the Chinese market.” Nick Halla, senior vice president of impossible foods, revealed at the fbif2020 food and beverage innovation forum held in Hangzhou in July this year.

“Today, China accounts for 28% of the world’s meat consumption, and demand is soaring.” Halla recently told xiaoshidai that the development of the mainland market in China is still at an early stage, which is also the company’s top priority. “We are very keen to accelerate the business of impossible foods here.”.

Nick Halla, senior vice president, impossible Foods International

In addition, Nestle, the world’s largest food company, also appears to be “eager to try.”. This year, Nestle built its first plant-based product line in Tianjin, which is expected to be completed and put into operation in the second half of the year. Although Nestle did not say at the time whether the project was responsible for the production of plant meat. However, in March this year, Nestle products Co., Ltd. applied for a trademark called “sweet East”. In foreign markets, Nestle also has a vegetable meat brand called sweet earth.

“Given the potential size of the plant protein market, we believe there is enough room for new and existing players to flourish together.” “We believe that there is no real obstacle to finding a way to make ‘perfect meat’ from plants, and we’re getting closer every day,” mut told the diner

Link: the official media asked: is the artificial meat coming? (Xinhua)

Coincidentally, just today, the official wechat of xinhuanet.com has forwarded articles collected and written by reporters of banyuetan to explore what this new category means for the transformation of China’s food industry.

Experts were quoted as saying that artificial meat products could not only ease the “meat eating difficulty”, but also help alleviate the current global ecological crisis. First of all, artificial meat has the potential to supplement the meat supply gap. Secondly, the resource consumption of artificial meat industry is less than that of animal husbandry and breeding. Finally, artificial meat products can improve the health status of residents.

This paper also discusses how to develop artificial meat in China. The research shows that in 2018, the scale of China’s artificial meat market will be about 6.1 billion yuan, with a year-on-year growth of 14.2%. In the past five years, the growth rate has been maintained at 13.5% to 15.5%, and the domestic market is expected to reach 100 billion yuan by 2030. The experts interviewed suggested that it is time for relevant departments to strengthen guidance and regulation in the face of the 100 billion level market. The paper points out that China should strengthen scientific research support, promulgate industry and national standards as soon as possible, and clarify the regulatory system.

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