PI: David L. Ortega

Date Awarded: August 2020 (FSRF 37)

Summary :

Results Summary: The potential market for alternative proteins in China is about 35% of urban consumers. These consumers are slightly older, have higher incomes, and are more likely to buy meat products in specialty stores over wet markets or supermarkets. tofu alternatives can capture 25% of the market, new-generation plant-based alternatives 21%, and cultured pork 11%. The use of food identity labels is an effective tool in reducing demand for products made from animal-based proteins in this market.

Abstract: China, with an emerging consumer base of 1.4 billion people, presents a significant market opportunity for new generation plant-based alternative foods. Given a lack of information on consumer preferences for these products in China, there is a critical need to understand drivers of Chinese consumer acceptance relative to traditional meat and dairy products. Relying on over one decade of research experience studying the Chinese consumer, I will develop and conduct a large scale, national consumer survey (n=2,000+) to assess preferences for farm animal welfare and demand for new generation plant-based alternative proteins in China. My proposed work will capture the effects that knowledge and information have on consumer preferences and demand for plant-based alternative proteins utilizing cutting-edge methods in food preference research. Results from this research study will help design food marketing strategies and inform food policies on plant-based food alternatives in China.

Further Information: The executive summary is available here. The GitHub page containing the data and code used in the paper is available here. The journal publication is available here.