Decoding Demand: The appetite for alternative proteins in Southeast Asia
This report explores the behaviours and attitudes of consumers in Southeast Asia regarding both plant-based and conventional meat. It seeks to uncover the factors driving and hindering the adoption of plant-based meat, while also identifying high- and low-interest market segments in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
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With over 650 million inhabitants, Southeast Asia faces escalating conventional meat consumption, further intensifying environmental pressures. This report examines current and projected rates of plant-based meat adoption, health motivations, high- and low-interest consumer segments, and sentiments on new categories like blended meat. The Southeast Asian market holds significant potential for the expansion of plant-based meat products, with key strategies focusing on addressing health concerns, ensuring affordability, improving taste and variety, and utilising restaurants for initial product trials. This study identifies diverse consumer segments, providing a roadmap for customised marketing and product development strategies to foster the growth of the plant-based meat market across the region.
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For those who prefer a concise regional overview, check out this brief summary of the key takeaways.
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Hear from our experts
This webinar covers trends in plant-based meat adoption in Southeast Asia and strategies addressing health, affordability, taste, and restaurant trials to fuel market expansion.
“I haven’t tried plant-based meat, and I think the problem with those products is that they’re usually expensive. They’re more expensive than what you usually buy, so that’s a consideration aside from the fact that a lot of us are meat lovers.”
– 54-year-old female from the Philippines
“These days more people want to be healthy—these people should know about plant-based meat. I want to be able to access it, to get it easier, whether it’s at the mini market or traditional market. People will then get to know about it. But right now only certain people know about meat alternatives. Those of lower or middle-income levels, they don’t really know about it.”
– 54-year-old female from Indonesia
“[I’d like to see] more options for alternative products such as more variety of flavours and formats. For example, it could be crispy pork, pizza, fried chicken, and if they have similar flavours [to meat] and are delicious, but with a higher nutritional value, then there is no reason to eat meat.”
– 26-year-old Thai male