Experts in the plant-based industry are divided on the future direction of the sector in the Asia-Pacific (APAC) region. Some believe integration into local culture is the way forward, while others advocate for a more radical transformation. This debate was the focal point of a panel discussion at the recent ReThink SEA Agri-Food Roundtable in Bangkok, highlighting the challenges and opportunities facing the plant-based sector amidst economic uncertainties and slow consumer uptake.
Current Challenges and Market Dynamics
The initial success of the plant-based sector in APAC was driven by novelty and the excitement of trying something new rather than a genuine commitment to long-term dietary change. Mirte Gosker, Managing Director of the Good Food Institute APAC, emphasized the need for strategic thinking to re-engage consumers and governments, as plant-based options are essential for addressing sustainability issues. She noted that the perception of plant-based foods being overprocessed is often propagated by those who are not interested in the sector, while enthusiasts seldom raise this concern.
Maarten Geraets, Co-Founder and Advisor at Stealth Food Impact Startup, pointed out that the negative perception of processing is overblown, as many commonly consumed foods are processed. He stressed the importance of focusing on food technologies that promote healthier eating habits, which could naturally reduce traditional protein consumption.
Cultural Integration and Market Adaptation
Ryan Xue, Executive Director of the China Plant Based Food Alliance, highlighted the importance of integrating plant-based products into local food cultures. He argued that cultural heritage and diverse cuisines should be celebrated, and plant-based solutions should be adapted to local tastes rather than mimicking Western products. In China, for example, there is a need to offer unique local products rather than simply replicating successful Western plant-based items.
Gosker, however, disagreed, insisting that alternative protein diets are crucial for future food sustainability and that blending traditional and alternative proteins might be necessary to bridge the gap until plant-based options become more appealing and affordable. She stressed that with carbon emissions expected to rise significantly in Asia by 2050, it is imperative to convince the population to adopt plant-based proteins.
Marketing and Consumer Engagement
Geraets also emphasized the need for better marketing and presentation in the plant-based industry. He noted that the initial hype around plant-based foods overlooked the difficulty of changing entrenched eating habits. He suggested that rather than mimicking traditional proteins, the industry should offer new propositions and experiences to consumers, moving away from "lazy marketing" tactics that have not been effective.
Sustainability and Future Prospects
The panel agreed that the plant-based sector must address several challenges to achieve long-term growth, including consumer perceptions, cultural integration, and effective marketing. The potential for plant-based products to contribute to sustainability goals remains significant, but the path forward requires a nuanced approach that respects local cultures and adapts to regional market dynamics.
Comments