Will Generation Z Change China's Plant-Based Meat Industry?

 With the continuous introduction of plant-based products in the Chinese market and the major breakthroughs in scientific research and product development of cell-cultured meat in recent years, sustainable protein is expected to become a mainstream food on the table of Chinese consumers. On the occasion of the first anniversary of the establishment of ProVeg International Plant Diet Association (USA) Shanghai Office, ProVeg released the "Research Report on Sustainable Protein for Generation Z in China". The research shows that 19.3% of Generation Z consumers are flexible vegetarians Among them, 65% of young consumers know about plant-based meat, and 43% of them have eaten plant-based meat; although consumers’ awareness of cell-cultured meat is currently only 17.6%, their willingness to purchase has risen to 20.4% after the concept was prompted.


Shirley Lu, Managing Director of ProVeg Asia, said:

"Generation Z not only values ​​health, but also increasingly cares about animals and the environment. Under the opportunity of rapid innovation in sustainable protein, they will become the main driving force for the transformation of China's meat industry." 

Dr. Cristina Tirado, Chairman and Director of Climate Action of the SHE Foundation, and the main author of the second working group health chapter of the sixth assessment report of the IPCC (Intergovernmental Panel on Climate Change), also said:

“Food systems are affecting global climate change and are responsible for at least 30% of greenhouse gas emissions. This presents a huge opportunity for food adaptation and alleviating food insecurity through both demand-side and supply-side contributions. Interventions can focus on promoting Safe, healthy and sustainable eating patterns and food waste generation.”

Nearly 20% of Chinese Generation Z consumers are flexible vegetarians

The survey results show that among the surveyed Generation Z consumers, 19.3% are flexible vegetarians, 79.1% eat meat and vegetables, and 1.0% are ordinary vegetarians (eating eggs and milk) and strict vegetarians. % and 0.6%. According to a survey report by the Good Food Institute, 24% of Generation Z in the United States are flexible vegetarians.

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