Survey finds nearly 40% of Chinese consumers are eating less meat

©Beyond Meat

A new survey, led by Good Growth, finds nearly 40 percent of Chinese consumers are reducing their meat consumption—a move driven by health benefits, taste, ethics, and a ‘cool factor.’ And it indicates that around 60 percent of a sample of more than 1,200 Chinese consumers have tried modern plant-based meat products. Overall, the trend shows increasing interest in trying plant-based meat with 42 percent who haven’t tried it saying they would, and 48 percent of those who had tried it, mostly omnivores, saying they would again.

© Good Growth Co

Meat alternatives aren’t new in China—tofu and other plant-based meats go back centuries or longer. Those meat replacements are still staples in rural communities but urban, middle-income consumers are now leading the shift toward modern plant-based meats with companies including OmniFoods and Beyond Meat widely available.

© OmniFoods

Good Growth works with alternative protein startups, vegan organizations, and foundations to drive plant-based adoption through market, design, and academic research. Their mission is to accelerate the adoption of sustainable and ethical diets through research and service design.