As the trend for flexitarianism grows stronger, more
and more consumers are trying to reduce or cut meat from their diet around the
world and in China too. Consequently, the shift is creating huge opportunities
for plant-based food innovators and producers. Recently, Roquette a
French-based company which is a global leader in plant-based ingredient and
vegetal protein launched two new plant-based textured proteins to better cover
the increasing consumer demand for better sensory, diversity and sustainable nutritional
improvement.
The new proteins have been manufactured from peas
and fava beans and will be available for visitors at Food Ingredient Europe
through a blend of unique recipes developed by the company. According to
Roquette, the new proteins have been launched to provide greater taste and
texture performance, improve nutritional profile and diversity of meat
alternative types. Considering the booming demand Roquette is very well
positioned to response and have already invested in two pea production site at
Europe and North America, scheduled to start operation till 2020.
Prospects of Plant-Based Protein in China:
After the Ministry of Health halved the recommended
daily intake of meat in 2016, the trend for plant-based protein or green meat
started in China. Many international and local brands started to innovate to
grab a slice of the largest consumer market in Asia. Local enterprises such as
Jinzi Ham and MYS Group have started their research on alternative protein
options and are not willing to leave huge consumer demand to be filled by
international brands. Though Roquette has its presence in China even the
world's largest plant-based product manufacturer has not yet embraced its
footprint in the Chinese market due to the competition provided by the local
enterprise. According to market experts, the Chinese market is evolving and
will allow more international brands to access its consumers. More access will
allow better and greater options for Chinese consumers specifically in the
alternative meat industry.
Though the new range of proteins does not have a
direct impact on the Chinese market, soon all the new products and technology
will be part of the Chinese market considering the rapid strategic agreement
and collaborations between the international brands and local enterprises.