The Asia Pacific region is experiencing rising demand for plant proteins driven by health consciousness, ethical concerns, and environmental sustainability. Research from Innova Market Insights shows that consumers are increasingly looking for alternatives to animal-based products, leading to rapid growth in plant-based innovations, especially in the meat and dairy categories.

Key drivers of plant-based protein adoption in Asia Pacific

Asian Pacific consumers are increasingly aware of the health risks associated with high animal product consumption, such as saturated fat and cholesterol. These concerns have led many to consider plant proteins as healthier alternatives. However, consumers still prioritize naturalness and digestive health, avoiding artificial ingredients and GMOs. The majority of Asian consumers always read the ingredient labels on plant-based products. 

The plant protein market trends show that the growing concern for animal welfare and the environmental effects of animal agriculture are driving consumers to choose plant-based options. Plant-based proteins offer a lower environmental impact than animal products, which contribute to greenhouse gas emissions, deforestation, and water pollution. 

Technological advancements in plant-based protein have greatly improved taste, texture, and functionality, making them more appealing alternatives to animal products. The plant protein market in the Asia Pacific region is rapidly expanding across categories, including meat substitutes, dairy alternatives, snacks, and ready meals. 

Plant protein consumer preferences

While the demand for plant-based proteins is growing across Asia Pacific, consumer preferences and perceptions vary by country. For instance, Chinese consumers are particularly concerned about GMOs in plant-based alternatives, while Indian consumers prioritize naturalness and digestive health.

Asian Pacific consumers are increasingly attentive to ingredient labels as they search for plant-based protein products that provide similar nutritional benefits to animal-based options. The plant protein market trend toward nutrition-packed plant protein is opening up opportunities for manufacturers to showcase the nutritional benefits of these products, highlighting their high protein content, fiber, and vitamin profiles. 

Leading plant protein categories in Asia Pacific 

The plant protein market in the Asia Pacific region is primarily dominated by meat substitutes and dairy alternatives. Within these categories, several subcategories are experiencing significant growth.

Meat substitutes, including burgers, ground meat, meatballs, poultry alternatives, red meat alternatives, and fish and seafood alternatives, are becoming increasingly popular in the plant protein market. Dairy alternatives, such as non-dairy milk, ice cream, frozen yogurt, and plant-based cheese, are also gaining traction, particularly among consumers seeking lactose-free or vegan options.

Another plant protein market trend is the proliferation of plant-based ready meals and side dishes, which provide convenient and appealing alternatives for those looking for quick and easy meal options. Plant-based snacks are also trending, offering consumers in the Asia Pacific region a healthier and more sustainable alternative to traditional snacks.

China and Japan lead plant protein markets

Plant protein is a primary focus for consumers in Asia Pacific, with product options and ingredients widely available across multiple food and beverage categories. China and Japan are the largest markets for plant protein ingredients in the Asia Pacific region.

Other key markets for plant protein in the Asia Pacific region include India, South Korea, Indonesia, the Philippines, and Vietnam, all showing strong growth rates. Australia is a growing market for plant protein in Asia Pacific, with the number of launches significantly increasing. Nepal shows strong potential for plant protein ingredients, driven by a growing demand for alternatives to animal-based protein.

Trending plant protein ingredients 

Innovation in plant protein ingredients is a key driver of the plant protein market’s growth. Soy and wheat proteins remain the most widely used plant protein ingredients, but other options, such as pea, vegetable, and grain proteins, are gaining traction. Textured plant protein ingredients are also on the rise, offering a more realistic meat-like texture and mouthfeel. 

The focus on nutrition and taste is driving the development of new ingredients that deliver a complete nutritional profile and mimic the sensory qualities of animal-based products in the plant protein market. This consideration includes the development of novel protein sources like pea, brown rice, and fava bean proteins, as well as advanced processing techniques to enhance the taste and texture of plant-based alternatives. 

Plant protein product launches 

Non-animal ingredient product launches in the Asia Pacific region continue to expand, surpassing the growth rate of overall food and beverage launches. In 2023-2024, the CAGR for non-animal ingredients grew by 8%, while the overall CAGR for food and beverage experienced a growth of 7%, as shown by research from Innova Market Insights.

The most significant presence of plant protein launches is in China and Japan, followed by Australia, India, South Korea, Indonesia, and the Philippines. Meat substitutes and dairy alternatives are among the fastest-growing categories in the plant protein market in Asia Pacific.

Soy and wheat proteins are well-established ingredients, but pea, vegetable, and grain-based alternatives are growing in popularity. Textured ingredients, such as pea protein isolate, are increasing to help replicate the sensory features of meat.

What’s next in Asia Pacific plant protein?

Several emerging plant protein market trends are shaping the future of plant proteins in the Asia Pacific region. One innovation is precision fermentation, which utilizes genetically modified microorganisms to create proteins that closely mimic those found in animal products. This technology opens up exciting possibilities for plant-based alternatives.

Hybrid products, which combine plant-based and animal-based ingredients, are also trending. This plant protein market trend caters to consumers who prefer not to eliminate animal products from their diets fully. Moreover, there’s a growing emphasis on adapting plant-based offerings to specific cultural cuisines. Brands are creating plant-based versions of traditional dishes and flavors, appealing to local tastes and preferences. 

Overall, the outlook for plant proteins in the Asia Pacific appears promising, driven by a rising consumer base, continuous innovation, and a strong focus on human and planetary health.

This article is based on the “Plant Protein Asia Pacific – Nov 2024” report by Innova Market Insights.