China’s dual carbon goals of reaching carbon emissions peak before 2030 and becoming carbon neutral before 2060 have driven the government to advocate for reduced meat consumption. However, changing food consumption patterns requires more than just highlighting the benefits of plant-based diets; factors such as lifestyle habits, nutritional concerns, and taste preferences are crucial in convincing people to eat less meat. Barriers like perceived lack of freshness, poor taste, and affordability play significant roles in consumer acceptance.
A recent study involving 1,000 respondents in China found that while 98% were willing to add more plant-based food to their diet after learning about its benefits, challenges related to health, taste, and nutrition remain significant barriers to reducing meat consumption. Notably, 36% of respondents cited ‘ingredients not being fresh enough’ as a deterrent, while 31% were concerned about poor taste.
Another study focusing on Gen Z attitudes towards plant-based diets identified health, safety, and nutrition as top considerations influencing their decisions. Negative perceptions among Gen-Z consumers in China include concerns about poor taste, unnaturalness, and insufficient nutrition in plant-based meat, with some worried about its authenticity and nutritional value.
The reports highlight the opportunity for manufacturers to enhance public education around healthy and sustainable plant-rich diets that align with government policies such as Healthy China 2030 and the ‘30-60’ decarbonisation goal. Emphasizing the health benefits of plant-based foods, lowering prices, and improving technology to reduce production costs are recommended strategies for increasing consumer acceptance and driving sales in the Chinese market.
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