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.
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。
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.
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
Image source: Ipsos
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.