"Alternative Meat is Great, But What About the 'Meat Taste'?" Perfect Texture and Shape... 'Taste' Remains a Challenge

Health, Environment, Animal Welfare... 'Value Consumption' Drives Preference for Alternative Meat
CJ CheilJedang, Pulmuone, Shinsegae, Fierce Competition in the Food Industry

A burger made with a plant-based meat patty sold by the alternative meat brand Beyond Meat. Photo by Beyond Meat

[Asia Economy Reporter Han Seung-gon] "If you think about the environment, alternative meat is good." , "But will it taste good?"

Consumer interest in alternative meat, a food ingredient made from non-animal materials that mimics the shape and texture of meat, is increasing. Most alternative meats are made from plant-based ingredients such as soy protein or wheat gluten, and are also called plant-based meat. Another reason for seeking alternative meat is to avoid raising animals in harsh conditions through mass farming or cruel slaughtering.

The market situation is also positive. According to the industry and the Korea Agro-Fisheries & Food Trade Corporation, the domestic plant-based alternative meat market was $17.4 million (21.6 billion KRW) in 2020, a 23.7% increase compared to 2016. The industry expects the alternative meat market to grow to $22.6 million (about 28 billion KRW) by 2025.

Value consumption is also a growth driver for alternative meat. Global market research firm Euromonitor analyzed, "In the North American market, where the plant-based protein market developed early, products with a similar appearance and texture to meat, such as 'Beyond Meat,' contributed to market growth. Recently, interest in new product types has increased, expanding the market share of alternative meat and related markets."

As a result, competition in the food industry is fierce. According to the industry on the 29th, CJ CheilJedang plans to make the plant-based food business a future growth engine and grow the business to 200 billion KRW in sales by 2025. Nongshim sells alternative meat developed directly at its vegan restaurant 'Forest Kitchen.'

Pulmuone Food & Culture opened the first 'Plantude' store, which offers 100% plant-based ingredients and has received vegan restaurant certification. Plantude is known as the first vegan-certified restaurant among major food companies.

Shinsegae Food developed the alternative meat brand 'Better Meat' last year using its own technology and created a 'Plant Ham & Arugula Sandwich' product with Starbucks using the sandwich ham 'Cold Cut.' As of January, cumulative sales reached 300,000 units. Recently, they launched 'plant-based canned ham' targeting the alternative meat market.

As interest in plant-based alternative meats, such as those made from soy protein, grows, the key issue appears to be how closely they can replicate the actual "meat taste." The photo shows galbi on a grill.

◆ 'Value Consumption' Alternative Meat Is Great, But... 'Meat Taste' Remains a Challenge

The key issue is how similar the texture and taste of alternative meat can be to real meat. Even if consumers prefer alternative meat to consider the environment and prevent indiscriminate slaughter of animals, it is difficult to gain consumer choice if the taste is not like the meat available in the market.

According to an online survey conducted by Shinsegae Food in February with 1,000 men and women in their 20s and 30s nationwide through Embrain, 7 out of 10 MZ generation respondents thought "the dining culture should change to alternative meat for the environment," but taste and texture were factors that made them hesitate to consume. Among respondents who said, "I have tried it but have no intention to seek alternative meat in the future," 72.3% answered that it was because the taste and texture of alternative meat were lacking.

A late-20s office worker, Mr. A, said, "Considering value consumption such as animal welfare, alternative meat is good, but if the taste is very different from meat, I would hesitate to purchase it." Another 30s office worker, Mr. B, said, "Alternative meat cannot completely replace real meat, but it will certainly establish a solid position to some extent," adding, "Ultimately, alternative meat with texture and taste close to meat will be popular."

While alternative meat is evaluated as a future industry in value consumption, the government emphasizes fostering the alternative meat industry. At the 'Strategic Forum for Future Food Resources and Alternative Meat Industry Development' jointly hosted by the Rural Development Administration and Jeollabuk-do on the 21st of last month, a Rural Development Administration official said, "We will actively promote research and development cooperation on food tech, which is emerging as an alternative to overcome the global food security crisis caused by climate change, and strive to make a practical contribution to the development of regional agriculture and rural areas."

This content was produced with the assistance of AI translation services.