December 3, 2024 – Plant-based and vegan products are becoming even more widely used in the Asia Pacific region. This is accompanied by innovation in plant protein ingredients. Plant protein ingredients enable plant-based products to mimic the sensory features of animal proteins. This helps meet consumer expectations.
Consumers Support Plant Protein
Each year, Innova Market Insights conducts several consumer trends research to assess consumer sentiment and behavior regarding health, as well as food and beverage products. Consumer research with insights regarding plant protein in Asia Pacific include the Innova Meat, Dairy & Alternative Proteins Research 2024, Innova Trends Research 2024, and Innova Health & Nutrition Research 2024. Representative consumer groups aged 18-65 were interviewed from China, India, and Indonesia.
A high proportion of Asian consumers say they read the label on plant-based products and are looking for products that match the nutrition of animal-based products. The types of plant-based products purchased varies across different countries in Asia.
Looking for Protein in Plant-Based
Protein industry is a priority for Asia Pacific consumers. In looking for more plant-based products on the market, consumers in Asia report choosing meat substitutes and dairy alternatives for their protein, naturalness and digestive health. They would like more protein in products, along with better sensory properties like flavor and taste. The possible presence of GMOs concerns Chinese consumers.
Asia Pacific consumers consider legumes and pulses to be healthy sources of protein industry. Preferred protein sources vary from country to country. Chinese and Indonesian consumers favor soy while Indian consumers seek vegetable-based protein industry.
Processing and Plant-Based Protein
Plant-based protein ingredients undergo different types of processing. Some, like beans and soy beans, may be added as whole food ingredients that need little or no processing. Plant protein ingredients can be extracted and converted into different forms, for example, intact, textured, isolated, or concentrated.
One of the newest technologies, precision fermentation, cultivates protein industry from genetically programmed microbes or harvests microbes themselves. Technology is emerging and the use of precision fermentation protein ingredients is growing but not yet widespread. Another new technology, cell-cultured, uses starter cells in a controlled environment. It has a small presence.
Plant Protein Ingredients for Protein and More
Many products with plant protein ingredients are vegan or 100% plant-based while others have a combination of plant and animal protein ingredients. Plant protein ingredients are used mainly as a protein industry source. They also can improve sensory features like texture and flavor and also improve functional properties. For example, wheat gluten acts mainly as a functional ingredient and hydrolyzed protein ingredients boost flavor.
Launches with plant protein ingredients are more widely used in Asia than in Australasia. Plant protein ingredients are most common in China and Japan and are growing in use in Nepal, Philippines, India and Vietnam.
Plant Protein Ingredients Feature in Main Dish Categories
In Asia Pacific, plant protein ingredients are found most often in main dish categories such as ready meals and side dishes, and meat, fish and eggs. They also are widely used in bakery and snacks. Watch for growth in meat substitutes for red meat and pork and in dairy alternative proteins. Each category uses different combinations of plant protein ingredients.
Meat Substitutes and Dairy Alternatives are Prominent
Use of plant protein ingredients in Asia Pacific are concentrated in alternatives to animal product through meat substitutes and dairy alternatives. Subcategories to watch for growth potential are red meat substitutes, pork substitutes, poultry substitutes, and dairy alternatives. Plant protein ingredients also appear and are growing in use in ready meals, side dishes, and sauces that are plant-based.
Other categories – bakery, cereals, and meat, fish and eggs – often add plant protein ingredients to products that may or may not be plant-based.
Protein, Fiber, Gluten-Free are Main Claims
Top health claims for products with plant protein ingredients in Asia Pacific include high/source of protein, high/source of fiber, and gluten free. Innova Market Insights also is monitoring growth in sugar-related claims and fat-related claims as manufacturers formulate their products to be healthier.
The top and growing lifestyle claims are vegetarian, vegan, and plant-based claims. Leading clean claims are no additives or preservatives and GMO-free.
Soy and Wheat Lead as Plant-based Ingredients
Soy and wheat ingredients are well-known and widely used plant-based ingredients. Growth is led by plant protein ingredients such as brown rice protein, peanut protein, and pea protein isolate. Each protein has different uses. Soy protein is common in meat substitutes and snacks. Look for pea protein in dairy alternatives. Wheat protein often is seen in ready meals and side dishes. Textured forms of different plant-based proteins are used in meat substitutes to improve the sensory features to resemble meat.
What’s Next in Plant Protein in Asia Pacific?
Several features are expected to grow in Asia Pacific food and beverage product launches with plant protein ingredients. Vegetarian claims are poised to rise, along with better nutrition profiles to match animal-based counterparts. Other improvements to track include better taste and texture. Cultural diversity will help meet the expectations of different consumer populations.
This article is based on Innova’s Now & Next in Plant Protein in Asia Pacific report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
