Home to over 650 million people, Southeast Asia is one of the world’s fastest-growing economic regions. As the population increases, urban areas expand, and economies prosper, the region is seeing a rapid rise in meat production and consumption. This shift places immense pressure on the climate, land, and oceans. To create a sustainable future for protein in Southeast Asia, scaling up alternative proteins is essential.

This report from the Good Food Institute and Good Growth examines the drivers and barriers regarding plant-based meat in six key countries: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. It offers insights into the region’s current and future consumers, which advocates and companies can use to better tailor their strategies to increase the adoption of sustainable proteins.

The researchers used a mixed-methods approach to gather data. First, they conducted desktop research and visited markets and restaurants in capital cities to understand the local dietary context. Next, they held online focus groups with eight participants from each country who were actively reducing their meat intake or planning to do so. These discussions explored the local dietary context and attitudes toward plant-based meat in depth. Finally, they conducted a quantitative online survey with 5,971 respondents across the six countries. The survey looked at awareness, perceptions, and consumption of both conventional and plant-based meat.

Consumers Aren’t Looking To Replace Meat

The study found that most consumers in Southeast Asia don’t wish to reduce their consumption of conventional meat. In fact, more respondents expressed a desire to increase their meat consumption (24%), particularly chicken and fish, than to decrease it (18%). Because consumers are generally looking for protein diversity rather than meat replacement, marketing that focuses solely on “substituting” meat may have limited success.

However, as the report argues, there’s still significant potential for plant-based meat. While most respondents (91%) were aware of these products, more than half (53%) had never tried them, suggesting a large untapped market. Encouragingly, 75% of those who hadn’t tried plant-based meat intended to do so in the coming year.

The Push And Pull Over Plant-Based Meat

A number of motivators and barriers emerged from the findings. As other studies have found, health is the primary motivator for choosing plant-based meat. Consumers in Southeast Asia are looking for products that are lower in cholesterol and fat, easy to digest, and free from chemical additives, while having comparable protein to conventional meat.

Price is also a critical factor influencing consumption. Close to two-thirds of respondents (62%) said they’d buy plant-based meat if it reached price parity with conventional meat. If plant-based options were 20% cheaper, purchase intent climbed to 80%.

Taste is another consideration. While many consumers view the taste of plant-based meat positively, there’s still room for improvement. More than a third of respondents (34%) said they’d eat more if it “tasted better,” while over a quarter (28%) said they’d eat more if it “tasted more like meat.”

Interestingly, the study found high consumer interest (93%) in trying “blended” products that mix plant-based ingredients with conventional meat. This interest holds true even among consumers who are skeptical of fully plant-based options.

Cultural context is key, however, as results weren’t homogeneous across the region. For instance:

• Interest in blended meat is highest in Indonesia.
• Hygiene is a notable motivating factor for Malaysian consumers to choose plant-based over conventional meat.
• In the Philippines, consumers would be most likely to eat plant-based meat regularly if barriers such as price and taste were addressed.
• Despite high awareness of plant-based meat, Singapore has the lowest proportion of regular consumers and the most price-sensitive population.
• In Thailand, consumers are more likely to have tried plant-based meat but are also the most frequent conventional meat-eaters.
• Vietnamese consumers are the most interested in increasing their future consumption of plant-based meat.

Targeting Consumer Types

The report groups respondents into six consumer segments based on their awareness and consumption of plant-based meat.

• Enthusiasts eat it regularly and plan to continue
• Expanders have tried it and plan to eat the same amount or more
• Curious consumers have heard of it and are likely to try it
• Novices haven’t heard of it and have mixed responses to trying it
• Rejectors have tried it but don’t plan to continue eating it
• Skeptics have heard of it but don’t intend to try it

On a per-country basis, Indonesia, Vietnam, and the Philippines have the most Curious consumers (44%, 43%, and 37%, respectively). Singapore has the most Rejectors (10%) and Skeptics (20%) but also the most Expanders (30%). Thailand has the most Enthusiasts (31%), while Indonesia and Malaysia have the most Novices (12% and 11%, respectively).

Understanding these consumer segments allows advocates to target their outreach more effectively compared to using a “one-size-fits-all” approach. For instance, Enthusiasts and Expanders are likely the lowest-hanging fruit for maintaining engagement, while Curious consumers represent a massive opportunity for growth.

Limitations

There are some limitations to note, however. The study focused on capital city regions (plus Ho Chi Minh City in Vietnam), assuming that alternative protein trends start in major urban centers. Therefore, the results may not be representative of the entire population of these countries. Additionally, the use of an online panel for the survey may have excluded lower-income individuals with limited internet access.

Top Takeaways

The findings suggest that while consumers in Southeast Asia aren’t actively seeking to replace meat, they’re open to diversifying their protein sources. To drive adoption, advocates and companies should prioritize affordability and health messaging. Restaurants also play a crucial role in attracting consumers, as they’re the most common location for people to try plant-based meat for the first time. Finally, blended meat products may serve as an effective bridge for consumers who are hesitant to switch to fully plant-based options.

This summary was drafted by a large language model (LLM) and closely edited by our Research Library Manager for clarity and accuracy. As per our AI policy, Faunalytics only uses LLMs to summarize very long reports (50+ pages) that are not appropriate to assign to volunteers, as well as studies that contain graphic descriptions of animal cruelty or animal industries. We remain committed to bringing you reliable data, which is why any AI-generated work will always be reviewed by a human.