News

Chinese Gen Z consumers hungry for alternative proteins

China’s Gen Z could be at the forefront of a dietary shift, with younger consumers increasingly open to and curious about alternative proteins. With the right strategies to address their concerns and highlight the benefits, the alternative protein market in China is poised for significant growth.

According to the ProVeg report "Generation Z's Attitudes Towards Sustainable Protein in China”, Generation Z (individuals born between 1995 and 2010) is moving from a significant consumer group to the core Chinese consumer base and driving an increasing interest in alternative proteins, including plant-based and cultivated meats. Already, despite making up less than 20% of the country’s population, Gen Z accounts for 40% of new product consumption, making their preferences crucial for market trends.

Their growing inclination towards sustainable proteins reflects changing dietary habits and an emerging focus on health, animal welfare, and – to a lesser extent – environmental consciousness. While this is a major opportunity for alternative protein brands, health and safety concerns and price consciousness could stifle widespread and rapid adoption.

The rise of plant-based in China

China’s alternative protein industry is expanding, with innovations and products increasingly capturing consumer interest. The ProVeg survey of 1,024 consumers aged 19 to 28 in major cities like Shanghai, Beijing, and Guangzhou provides insights into this demographic’s attitudes towards alternative proteins. Of the respondents, a significant majority (79.1%) identify as omnivores. However, there is a notable 20% who are either vegetarians, vegans, or flexitarians, who eat plant-based meals at least a few times a week.

Awareness of plant-based meat is relatively high among Gen Z, with almost two-thirds of surveyed individuals having some knowledge of these products. However, actual consumption remains relatively low, as only 43.2% of those aware of plant-based meat have tried it. Shanghai residents are the most aware, while those in Guangzhou are less familiar.

The Chinese policy landscape is also becoming more supportive of alternative proteins. In early 2024, the Chinese Agriculture Ministry included alternative proteins in a policy document, highlighting their importance in the country's food strategy.

In a statement expressing the national commitment to diversifying protein sources, President Xi Jinping said: "Apart from traditional crops, livestock, and poultry resources, we should exploit biological resources. By developing biological science, biotechnology, and bio-industries, we can obtain calories and protein from plants, animals, and microorganisms."

Perceptions of plant-based meats

The willingness to purchase plant-based meat stands at nearly one-third of respondents, influenced positively by factors such as prior experience with plant-based products, higher education levels, and residence in Beijing or Shanghai. Notably, the survey shows that women have a significantly higher propensity (36.4%) towards purchasing plant-based meat than men (26.7%).

Health, safety, nutrition, and price are the foremost considerations for Gen Z when it comes to alternative proteins – echoing findings from other markets. Health emerges as the most critical factor, with 53.5% of respondents ranking it among their top three considerations.

Interestingly, over 12% of Gen Z consumers prioritise animal welfare above other factors such as alleviating environmental impact and taste preference. ProVeg speculates that this trend reflects the rising number of pet owners within this demographic, which enhances their focus on animal welfare.

Despite these positive trends, significant barriers still hinder widespread adoption. Negative perceptions around the taste, naturalness, and nutritional adequacy of plant-based meats are prevalent. Those unfamiliar with these products tend to view them as fake and unnatural, underscoring the need for better education and marketing strategies.

Price sensitivity is another critical factor. Based on survey data, the optimal price range for plant-based meat is between 17.9 yuan (2.3 euros) and 30.5 yuan (3.9 euros) per 500 grams, with an optimal price of 22.1 yuan (2.6 euros). Interestingly, those who have tried plant-based meat are willing to pay slightly more, indicating that positive tasting experiences can shift price perceptions.

Cultivated meat: The next frontier

Cultivated meat, while still relatively unknown with only 17.6% awareness among respondents, presents a promising avenue for the future. Awareness is notably higher among those with post-graduate education (50%), suggesting that targeting educated demographics and educating demographics who have less awareness could both be key to market growth.

While interest in cultivated meat is growing in China, it still lags the levels seen in other markets like the US. The Good Food Institute's (GFI) 2023 State of the Industry report on cultivated meat and seafood shows that 30 to 40%of the US population has heard of cultivated meat. Interest in trying cultivated meat in the US has nearly doubled over two years, reflecting a growing acceptance that might also emerge in China as general awareness increases.

However, prior research from ProVeg also showed that even when consumers indicate they have heard of cultivated meat, they do not necessarily have an educated awareness – with just 2% of UK consumers surveyed in 2022 correctly understanding the term. This makes it very difficult to draw comparisons between markets and between surveys with different methodologies.

How to reach Gen Z consumers in China

The opportunity for the alternative protein industry is substantial, as Shirley Lu, managing director of ProVeg Asia and chief representative for China, noted: "China's Generation Z prioritises health and increasingly cares about animals and the environment. Coupled with the rapid development and innovation of sustainable protein, Gen Z will become the driving force in the transformation of the meat industry in China."

To capitalise on this alternative protein potential, food companies must focus on expanding consumer awareness and recognition of alternative proteins. Educating consumers about the production processes of alternative proteins can demystify these products and reduce distrust, according to ProVeg.

Emphasising the health benefits and safety of alternative proteins in marketing efforts can address primary consumer concerns. Promoting the animal welfare and environmental benefits of alternative proteins can resonate with the increasing animal welfare and environmental consciousness of Gen Z.

The naming of novel alternative proteins, such as cultivated meat, plays a crucial role in consumer acceptance. Research from institutions like GFI shows that terms emphasising naturalness and quality positively influence consumer perceptions and willingness to try these products.

For the Chinese market, this insight is particularly relevant, as more research on effective naming strategies is needed to ensure these new products are well-received. By adopting names that highlight health, safety, and natural origins, companies can better align with the values and concerns of Gen Z consumers.