Today the market is full of a variety of food products for all categories of consumers. It is a separate industry with its own trends, leaders and constantly changing processes.
One such trend is plant-based meat.
Why is the alternative to the usual meat gaining popularity and what are the features of this food? Who is the buyer? How fast is the market developing and what is the reason for its growth?
We found the answers to these questions at the international exhibition “Innoprom”-2021, which took place from 5 to 8 July this year. One of the projects presented at it is “Food of the Future and Healthy Innovations”.
We talked about the plant products market with Sergei Ivanov, co-owner of the EFKO company, which develops and manufactures such products.
– Sergey, what are the prospects for vegetable meat on the market – is it in great demand?
– If we talk about its prospects within the Russian market – now this is the very beginning. We started to develop in this from scratch.
And in the world – you can look at American analytics (there was news a couple of months ago): they conducted a study, and it turned out that 70% of the population are ready to give up meat. Do not try, namely refuse! We had a study in Russia at the beginning of the year – half of the country’s population would like to try plant-based alternatives (until they switch to plant-based meat, namely try). That is, this is a huge trend.
This was preceded by 10 years of massive campaigns from Bill Gates, DiCaprio and other opinion leaders who advocate an “ethical” attitude towards food.
The issue, by the way, concerns not only the exploitation of animals. One of the reasons why this trend is widespread in America is ecology. Livestock is very sensitive to the environment – the resources of the planet are exploited, methane emissions are provoked, and so on.
In the production of our vegetable cutlet, in comparison with the production of beef, we use 13 times less land and 10 times less water. That is, alternative meat is an ecologically advanced product.
Our company and I really believe in it as a trend. Let’s fantasize: 10 or 15 years will pass, and, let’s say, 10% of the population will switch to a plant-based diet. However, it is not necessary for all 10% to become vegan – maybe the number of flexitarians will increase, and therefore there will be more plant foods in their diet. And 10% of the Russian meat market is almost $ 6 billion. Huge market. More market for bottled sunflower oil, more market for sauces …
By the way, if we talk about plant-based alternatives, we are not only engaged in meat. We still have milk. And I think, in the question of switching to such food, first of all, the consumer must answer the question: I like it or not.
– Let’s say the whole family liked it, and it was decided to switch to vegetable meat. How attractive will it be for the price?
– First, the price must be affordable: the product is not intended to be premium.
Secondly – of course, plant foods should be liked. This also applies to alternative milk and alternative meat. “Taste” is a major challenge, because it is not so easy to provide it in non-animal proteins. We specifically seek the taste of meat – no synthetics, no chemicals.
– And if you completely replace animal meat with an alternative one, will the body receive all the necessary nutrients and trace elements, or are the compositions very different?
– In terms of amino acids, the composition of our vegetable meat fully complies with the recommendations of the WHO (World Health Organization). We also added vitamins B7 and B12 there. The only difference between the composition and animal meat is that the hemoglobin level cannot be raised through it. But hemoglobin can be obtained from other foods or supplements.
And by the way, as you know, in the modern world people are very malnourished plant food. And our body needs it.
– You probably studied your target audience. Share what reasons people most often buy non-animal meat for: ethical, gustatory, or something else?
– Today, the majority of consumers in such a market are vegans and vegetarians who choose alternatives to meat for ethical reasons. They are also those who prefer a plant-based diet because they consider it to be healthier. And, of course, there are a lot of people who like to try new things.
– What about plant fish? Is there no such trend yet?
– There is no such thing in Russia, because we are talking about protein, which can be obtained from other alternatives to meat. Although, by the way, in Singapore you can already buy such fish.
– This trend is developing so rapidly in the world! Do you think people will be able to completely switch to a plant-based diet after a certain number of years?
– I think there will be such a trend as conscious consumption. A conscious consumer will be interested in what impact a particular product has on the environment. It will be important to him. In this regard, plant food fully complies with such a requirement as environmental friendliness.
The planet’s resources are dwindling. According to experts’ forecasts, by 2050 more than half of the planet’s water and land will be used for animal husbandry. I think that in 50 years in the structure of protein consumption, animal protein will very much give way to plant protein.
Processes will change, and we will definitely see it. Environmentalists, nutritionists, nutritionists and other professionals will all influence these trends.
The material was prepared by Alexandra Goryunova.