What do Chinese consumers think about plant-based meat?
Our latest survey reveals that the Chinese consumer base is increasingly aware of plant-based meat products, and could become a promising market for these products in the future. We found that:
- Almost 40% of respondents indicated that they were actively reducing meat consumption
- Around 60% of Chinese consumers had tried modern plant-based meat products, and almost half of these consumers, mostly omnivores, said that they would eat it again
- Generally, Chinese consumers were more likely to buy plant-based meat if they saw it as healthy, safe, having a good mouthfeel, cool/ trendy and animal-friendly.
A big thank you to Yoni Shalom for creating the infographics used in this blog post.
As the largest import market for agricultural products and the largest consumer of meat products in the world, increasing adoption of plant-based meat in China is the next big challenge for the global plant-based meat industry. China has a long history of ‘mock meats’ and meat-replacement products made from soy or gluten, but, in recent years, modern plant-based meat products that closely imitate the texture, taste and appearance of meat have started to enter the Chinese market. To examine how this market is developing, we decided to systematically analyse what Chinese consumers think of these new products.
Our latest study co-authored with Chris Bryant and Kathryn Asher, recently published in the Journal of Human Nutrition and Dietetics, looks at Chinese consumers’ familiarity with plant-based meat, how they feel about plant-based meat products, and which attitudes and demographic characteristics were associated with willingness to purchase plant-based meat. Our short survey with a sample of 1206 participants, matched in age and gender to the Chinese population, revealed some interesting insights into attitudes towards plant-based meat in China. Our sample was skewed towards urban, middle-income consumers to reflect the market for modern plant-based meats.
Many flexitarians, and increasing familiarity
After asking the dietary preferences of respondents, we showed a description to help respondents differentiate modern plant-based meat from traditional meat alternatives. We then asked how familiar respondents were with these modern plant-based meat products and whether they’d tried them before. These were the results:
We found that dietary patterns in China appear to be promising for the growth of the plant-based meat market. Even though vegetarianism (2%) and veganism (0.7%) remain uncommon, the proportion of consumers in our sample trying to reduce meat consumption, potentially the most important demographic for alternative protein consumption, was similar to European levels, at 38.8%.
Modern plant-based meat products are increasingly entering the Chinese market. Responses to the questions about familiarity and experience with plant-based meat confirmed that they are entering the consciousness of Chinese consumers as well. A majority (69.6%) reported that they were at least somewhat familiar with modern plant-based meat products.
Familiarity with these products probably comes mainly from real-life experience, rather than through the media: most consumers who have heard of plant-based meat products have also tried them, with 54.5% of consumers having consumed plant-based meat at least once. However, they seem to consume these products less than Europeans- only a small percentage (5.6%) of consumers actually eat plant-based meat regularly.
Neutral perceptions to plant-based meat: a barrier to adoption or opportunity for growth?
We then asked consumers how they felt about plant-based meat products, on a scale of 1–5, according to a range of different characteristics. For example, with ‘health’, they gave a score of 1 if they saw plant-based meat products as very unhealthy, and a 5 if they saw these products as very healthy. See the results below:
Although plant-based meat was generally seen positively, most respondents gave fairly neutral responses. We found that Chinese consumers generally see plant-based meat as animal-friendly and good for the environment. To a slightly lesser extent, they also see it as convenient, healthy, safe, and trendy. On the other hand, they don’t have strong perceptions of plant-based meats as being real, natural or affordable.
While this could be a potential barrier to adoption, it also presents an opportunity for plant-based players to shape consumer perceptions and create excitement for the product category.
Would they bite (again)?
When we asked whether consumers would try plant-based meat, or whether those who had tried it would purchase it in the future, there were many positive responses:
Chinese consumers who hadn’t tried plant-based meat were generally open to giving it a shot. Of those respondents who haven’t tried plant-based meat, 42% were open to trying it. Only 20% explicitly said that they wouldn’t, while the rest were unsure.
Most consumers enjoyed their first experience with plant-based meat enough to want to buy it in the future. Although most hadn’t become regular consumers, around half of those who had tried it before were willing to buy plant-based meat in the future. Only 16% of previous consumers said they would not buy PBM again.
What are they looking for?
We asked respondents whether they would be likely to purchase plant-based meats in the future. Then we matched their stated willingness to purchase to their perceptions of plant-based meat. This helped us figure out which perceptions of the product were likely to drive purchase behaviour. We should, however, add the caveat that we were measuring their stated willingness to purchase, which might not accurately reflect their behaviour (as people don’t always do what they say!).
Health is often at the front of Chinese consumers’ minds, and those who saw plant-based meat as healthy were the most likely to purchase it. So were people who saw plant-based meat as having a good mouthfeel and those who thought that it would be a safe product to consume. Those who believed plant-based meat was cool/trendy and animal-friendly, were also slightly more willing to buy.
Unlike their counterparts in Europe, ethically-motivated consumers in China may be less driven by climate concerns. Those who considered plant-based meat beneficial to animals were more likely to purchase it, while those who considered it better for the environment were not. Those who saw plant-based meat as more natural, real, tasty and convenient were also not more likely to purchase plant-based meat.
Who is more likely to consume?
Contrary to our expectations based on studies in Europe and North America, consumers who were more educated, higher income or female were not more willing to purchase plant-based meat than the average consumer. Younger people, and those based in a major city, like Beijing or Shanghai, however, were more likely to do so.
Interestingly, we also found that people who were married, divorced and/or parents were more likely to purchase plant-based meat. This seems surprising, as younger people are also more likely to be single and childless. Our qualitative research implies that parents (especially mothers) are likely to want to purchase animal products to support their children’s growth, and may pay more attention to social issues. More research is needed to explore why they would want to purchase plant-based meat- for their own consumption or as an occasional alternative to meat for their children.
As is the case in Europe, vegans and vegetarians are less likely to purchase plant-based meat, when compared to those who eat some meat. This is probably because many vegans and vegetarians in China adopt these practices for religious and philosophical reasons, and may want to avoid products that run counter to certain religious principles of purity and simplicity.
Recommendations
Our research gives a few ideas of approaches that we could take to increase adoption of plant-based meat in China.
- Increase opportunities for trial. Chinese consumers are somewhat familiar with plant-based meat, and the majority show interest in trying and purchasing plant-based meat products. Providing easy ways for people to try quality products may thus increase adoption.
- Appeal to certain groups as early adopters. Younger parents and married couples in Tier 1 cities seem to be the most promising customer base for plant-based meats in China. These are likely to be groups that are more aware of global dietary trends and issues, while also having the resources to consume these products.
- Play on the strengths of positive perceptions of plant-based meat. Those who see plant-based meat as healthy, safe, having a good mouthfeel, cool/ trendy and animal-friendly are more likely to want to purchase these products. To appeal to these consumers, marketing and product design should highlight these characteristics.
- Use messaging to craft new perceptions. Chinese consumers do not currently have strong views towards plant-based meat. Thus, this may be a timely opportunity to proactively shape yet undeveloped consumer perceptions through media and marketing.
To further drill into different consumer personas based on food consumption motivators, you can read our related “Understanding Plant-Based Market in China: Consumption Trends and Consumer Personas” report.
At Good Growth, we work with alternative protein startups, vegan organisations and foundations to drive plant-based adoption through market, design and academic research. If you’re interested in this topic or have questions about this study, get in touch with us at: ella@goodgrowth.io
