Gu Fu released insight into the innovation direction of 2021 new protein era [plant meat]
In recent years, plant-based products (meat, egg and milk substitutes) have been popular in the capital market. In the past decade (2010-2020), about US $204 million has been invested in plant-based food enterprises in the Asia Pacific region, while in 2020 alone, the amount of investment reached US $166 million.
China’s plant meat market, which has attracted much attention, has a strong performance both in terms of capital accumulation and new product launch. However, the rapid development of the market has exposed many problems, such as the recognition of mainstream consumers needs to be improved, the upstream instability of supply chain, lack of local innovation, lack of confidence in channels and high price of products.
Gu Fu recently released “insight into the innovation direction of 2021 new protein era [plant meat] is the first report in China to comprehensively analyze the core elements of plant meat innovation based on application scenarios and important links in the industrial chain. The report explored the four most potential application scenarios of plant meat. Through the product cases of domestic plant meat companies and the guidance of global industry science and technology experts, it proposed the main innovation directions of products and technologies for enterprises, start-ups, R & D personnel and investors who have entered or plan to enter the field of plant meat.
The following foodaily brings you a comprehensive interpretation of this 31 page report.
Why is it called “new protein”?
Gufu’s focus on new proteins mainly includes plant proteins and proteins produced by cell culture and microbial fermentation technology. Its goal is to create new products with sensory characteristics consistent with or better than those of traditional meat, egg and milk products. The term “new protein” comes from “alternative protein”, literally translated as substitute protein, which means that by promoting product development and technological innovation, it is possible for such products to partially “replace” the traditional meat, egg and milk products on people’s dining tables.
At present, the development of the industry is still in its early stage. As an incremental market, the new protein to the traditional protein products is just like the new energy vehicles to the traditional vehicles, which is the transformation of many technologies in the industry. Gu Fu believes that the naming of “new” protein can better reflect the product positioning and the needs and expectations of consumers.
If 2019, when plant meat and cell culture meat begin to enter the public view, is defined as the first year of “artificial meat”, then 2021 will be the first year of the new protein era, and we will witness how the new protein industry takes a key step in technology and product innovation. In addition to the booming plant protein market, cell culture protein and fermentation protein will also rise strongly, leading the innovation and development of the whole new protein industry.
Analysis of plant meat innovation direction based on application scenario
Gu Fu believes that making a piece of plant meat that moves the “Chinese stomach” has become the key to the development of the industry. According to GFI advancing solutions for alternative proteins, the main factors influencing and inducing Chinese consumers to buy Plant meat products are price, sensory characteristics, consumption convenience, nutritional value and functionality ( ASAP), sensory properties (or sensory attributes) Including taste, texture or taste, appearance and smell).
At present, the innovation of plant meat lies in how to explore the potential value of plant meat products in different application scenarios. The report selects four representative application scenarios in social and dining alone scenarios: hot-pot/" 22375 rel="nofollow" target="_self">hot pot with wide audience, high customer repurchase rate, easy to standardize products and barbecue with market share second only to hot-pot/" 22375 rel="nofollow" target="_self">hot pot in the catering industry in the social scenario; In the scene of solitude, we choose the leisure food with younger consumption, functional products and convenient fast food to meet the needs of fast-paced life.
When choosing the application scenarios of plant meat products, the key factors that should be considered by the standardization company include concentrating on the large single product that is most suitable for each scenario, optimizing the sensory characteristics of the product as far as possible, improving the production efficiency and reducing the production cost. Because plant meat generally lacks the multi-purpose characteristics of animal meat, most domestic plant meat companies will design products according to the needs of different downstream channels. The production of standardized large pieces of plant meat is closely related to its cooking methods. In the four application scenarios selected by Gufu, there is no need to cook leisure food, while the cooking methods of hot-pot/" 22375 rel="nofollow" target="_self">hot pot, barbecue and instant food are established.
In addition, in addition to the traditional retail and catering channels, the rise of direct to consumer (DTC) online procurement mode and other channels can help to select standardized large items. Plant meat brands can make decisions based on data analysis through digital operation platform.
By analyzing the opportunities of plant meat in these application scenarios and combining with the case analysis of seven domestic plant meat companies, Gufu puts forward the direction of technological innovation and product iterative optimization, so as to guide the plant meat brand to create product solutions that can meet the needs of target consumers.
Breakthrough of plant Meat Research and development
Gu Fu has invited eight domestic and foreign industry experts to share the core elements of innovation throughout the whole industry chain, such as how to accurately define the concept of “delicious”, set up new industry benchmarks, improve the texture and taste of plant meat end products, and focus on the research and development of fat, flavor and binder, covering the traditional and new raw materials of plant meat The key links from manufacturing process to formula modulation.
The vigorous development of plant meat industry is inseparable from the development of upstream raw materials and manufacturing technology. The industry needs a variety of plant protein sources. Besides the low cost and stable supply of raw materials, it is better to have the properties generally expected by manufacturers, such as colorless, tasteless, high protein content, long shelf life and low processing requirements.
In addition, the industry is further exploring small-scale, efficient and economical protein extraction methods. For example, in raw material processing, the introduction of enzyme reaction can also improve the function of protein. In terms of manufacturing technology, low moisture extrusion is widely used in traditional vegetarian meat production in China, and the technology is relatively mature. In contrast, although high moisture extrusion technology appeared late, its application potential in plant meat production and manufacturing has been generally recognized by the industry in recent years. When it comes to the application of high moisture extrusion technology, because the research and development of wet extrusion equipment and large-scale production and operation are very challenging in technology, plant meat companies need to make reasonable decisions and choose long-term stable and reliable production mode according to their own production needs.
Overview of raw materials and production process of plant meat products
Whole industry chain linkage
The long-term development of plant meat needs to be promoted by the linkage of the whole industry chain. In addition to downstream plant meat brands and manufacturers, we will see more and more formula and new raw material suppliers enter this track in the future, bringing new opportunities to the industry. In terms of product R & D, the mode of industry university research cooperation will accelerate the pace of core technology from laboratory research to factory scale operation and production. The scientific research expert network that Gu Fu is building will better help the industry achieve this goal.
In the field of investment, we are also gradually seeing a new trend of capital, that is, more capital will gather in the middle and upper reaches of the industrial chain, adding weight to the optimization of main crop varieties, ingredients and manufacturing processes, so that the price war at the downstream channel end will turn to the strength competition in the key links of the supply chain.
Gu Fu hopes to establish cooperation with more plant meat companies, investors and experts in various fields through this plant meat innovation direction insight report, so as to jointly promote the upgrading of the plant meat industry chain and make more safe, delicious, affordable and healthy plant meat products come to the Chinese table.
Author: Gu Fu, reprint authorized. Joining the community: Cherry (wechat: 15240428449); Business cooperation: Amy (wechat: 13701559246). Recommended reading| | 100 billion light food | NMN| | | Collagen Peptide | A week’s hot news of walnut element selection column | Innovation interview – Ling Ting | New Xiu brand | Trend insight | Packaging outpost fbic 2021 food people are “watching”
When will plant meat come out of the circle? Gu Fu’s latest report interprets four application scenarios and key innovative core elements of plant meat