New report: Health and food safety factors to drive plant-based protein in Asia

 Consumer concerns about health and food safety will be one of the main drivers of the shift to plant-based protein in Asia, a new report finds. The study examines protein trends in major Asian economies, including China, Indonesia, Vietnam, Thailand, and the Philippines, and examines the key factors that are slowly shifting protein scale from traditional animal sources to plant-based sources.

The new report, prepared by the Singapore-based non-profit Food Industry Association of Asia (FIA) and consultancy AlphaBeta, focuses on the changing protein landscape of the "Asia Five". These five countries - China, Indonesia, Vietnam, Thailand and the Philippines - represent key markets that are at the forefront of driving the world's growing protein demand.

Globally, protein consumption has grown by 45% between 2000 and 2019, with Asia accounting for 63% of that demand, the report said.


Health Concerns Drive Asian Consumers' Adoption of Plant-Based Protein

According to the report, one of the main motivations for Asian consumers to choose plant-based protein is health. "There is growing awareness of the link between high meat intake and negative health effects and chronic disease," the researchers said.

The study also cites a number of past survey reports, such as "A consumer survey in China found that 34% of consumers ate pork because of its perceived negative health attributes, such as saturated fat, calories and high cholesterol. As a result, the amount is lower than the previous year," and "a survey of urban Thai consumers found that 45% wanted to follow a plant-based, vegetarian or vegan diet."

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