PI: Jah Ying Chung

Date Awarded: July 2020 (FSRF 40)

Abstract (from publication):

Background

This study investigated potential opportunities or challenges for plant-based meat in the Chinese market. A quantitative framework was applied to determine the current level of familiarity and experience with plant-based meat among Chinese consumers, the proportion of consumers who would try or purchase plant-based meat, which demographics within China are most likely to buy plant-based meat and which attitudes are important in driving the purchase intent of plant-based meat.

Methods

A pre-registered cross-sectional online survey (N = 1206) was distributed to respondents (matched to China's adult population for gender and age).

Results

Respondents reported a variety of dietary identities, with 43.4% reporting that they were reducing or avoiding meat. The majority of respondents (60.1%) said they had eaten plant-based meat at least once before. Of those who said they had never eaten plant-based meat, 41.9% intended to try it and 31.4% intended to purchase it. The strongest attitudinal predictor of plant-based meat purchase intent was perceived healthiness (β = 0.235, p < 0.001), whereas the strongest demographic predictor of plant-based meat purchase intent was age (β = −0.248, p < 0.001).

Conclusions

The findings of this study suggest that an approach based on increasing opportunities for trial, as well as appealing to specific attitudinal and demographic predictors of plant-based purchase intent, could prove successful in increasing adoption of plant-based and alternative meat products.

Key points

• Chinese consumers are open to trying and purchasing plant-based meat, despite low existing familiarity with modern plant-based meat products.

• Perception of plant-based meat as healthy was the strongest attitudinal predictor for plant-based meat acceptance followed by the perception of plant-based meat as having a good mouthfeel and food safety advantages.

• Younger respondents were more likely to intend to purchase plant-based meat, and age was the strongest demographic predictor of plant-based meat acceptance.

• Respondents responsible for preparing food for children; those who were married, living with a partner, divorced or widowed; and those living in bigger cities were also significantly more likely to intend to purchase plant-based meat.

• Potential strategies for driving greater adoption include increasing opportunities for potential consumers to try plant-based meat products, strengthening and appealing to positive perceptions of plant-based meat in marketing and public engagement campaigns and targeting demographics with high levels of acceptance.

Repost from:

Chung JY, Bryant CJ, Asher KE. Plant-based meats in China: a cross-sectional study of attitudes and behaviours. J Hum Nutr Diet. 2023; 36: 1090–1100. https://doi.org/10.1111/jhn.13092

Further Information: Publication can be found here and downloadable report here.