Chinese newcomers in the plant-based meat industry are starting to show some grit in the battle for dominance in China's alternative meat market. These new brands are also a thorn in the neck of international firms such as Beyond Meat that are trying to penetrate the Chinese market.
According to Reuters, one of the main reasons why some Chinese consumers are starting to find interest in alternative meat products is the African swine fever that killed millions of pigs in the country.
Among the companies betting on the huge chance of seeing Chinese consumers embrace plant-based meats are Starfield and ZhenMeat. These firms are focused on Chinese traditional food instead of burgers and other western recipes.
Instead of patties, ZhenMeat and others are producing mooncakes, dumplings, and meatballs with pork flavors instead of beef to further attract the taste of the country's food-exploring consumers.
Lost in the picture is Beyond Meat, one of the top international plant-based meat producers. The company has been trying to enter the Chinese market, but with local competitors having more knowledge about China's traditional dishes, launching a China base could be delayed.
Aside from Beyond Meat, another company that mentioned China as its top choice for expanding the business outside the west is Impossible Foods. The latter seems to have a higher chance of getting into the hearts of Chinese consumers.
During a Shanghai import fair this month, the company showcased the "Impossible Lion's Head Dumpling in Broth." Such products are expected to make a mark on consumers in the country who are starting to welcome the idea of plant protein meat.
Beyond Meat did say that it is planning to kick off production in Asia first in 2020 and later, in China. Impossible Foods CEO, Pat O. Brown, on the other hand, said Chinese suppliers are just waiting for the company to get clearance so they can sell in the country.
In September, ZhenMeat's popularity hit the media, with some outlets recognizing the provider as China's response to Impossible Foods and Beyond Meat. At that time, founder Vince Lu noted that the products they offer are a mixture of plant and fungus-based meat.
According to the South China Morning Post, Lu said the bases through which ZhenMeat develops its products include soy, brown rice protein, pea, and mushroom. It remains to be seen whether the Chinese startup will expand with other plant-based proteins to further appeal to China's palate.
Industry experts noted that if western plant-based meat firms plan to have a bite of China's massive market, they have to focus on the needs and wants of Chinese consumers who are known to have a deep love for pork and real meat products.
