These insights emerged from a panel discussion chaired by Gary Scattergood, editor-in-chief of FoodNavigator-Asia.com as part of our Positive Nutrition series. It focused on how the industry can secure future success from an R&D, formulation, health and nutrition, marketing and retail strategy perspective.
The panel identified opportunities for the industry to make gains across the region while unveiling trends in key markets, as well as looking at the possibilities for next-gen plant-based products.
One of the best ways to meet market gaps is to create a new category, said panellist Dr Shaun Sim, senior research fellow at Singapore Institute of Food and Biotechnology Innovation (SIFBI).
“We copied a lot of meat products when we first started out. But I think the greatest opportunity for the plant-based sector is in creating entirely new categories.
“These categories might not exist yet, but there’s a chance to define them, whether it’s related to nutrition, wellness, or even targeting specific groups like the elderly. There’s a lot of potential here, so we don’t have to be limited by what currently exists,” said Dr Sim.
This follows comments from fellow panellist Saket Jhajharia, vice president of ID Capital, who said that brands can explore ways to position plant-based alternatives as more nutritious.
“The wellness and ageing population angles are two key areas worth exploring. The Asian population is ageing, and as they grow older, they want to eat healthier.
“So, presenting plant-based products as a slightly healthier choice compared to what’s currently available could be one approach,” said Jhajharia.
However, encouraging consumers to embrace plant-based alternatives involves sustainability education, which could be more effectively done from a “top-down” approach, said another panellist Smith Taweelerdniti, managing director of Nithi Foods.
Overcoming barriers
The top-down approach involves government support and strategic marketing, but it is important to communicate the benefits effectively to prevent misunderstandings, said Taweelerdniti.
He gave an example of how school canteens can serve plant-based meals, but some parents might criticise this as a cost-cutting measure. However, if people are taught that protein can come from many sources, it could encourage positive dialogue about diversifying protein sources beyond just animal products.
Ultimately, it’s about giving people a choice – those who are open are encouraged to try it, and those who are not can stick with their usual preferences, said Taweelerdniti.
He also proposed quantifying the environmental impact of plant-based consumption – such as calculating carbon savings from reduced meat intake – and recognising institutions like restaurants and schools that contribute to these goals.
“If we could quantify the impact – say, consuming one kilogram of plant-based meat reduces five kilograms of carbon emissions – then authorities could issue certificates to commend restaurants, canteens, or hotels for their contributions. This could encourage businesses to help the country meet its carbon reduction goals,” said Taweelerdniti.
Such government-led initiatives could improve consumer perception – a key area to address when encouraging adoption of plant-based products.
Consumer perception is heavily influenced by taste and texture, which is a “multi-faceted challenge” according to Dr Sim. For example, brands need to prevent undesirable off-notes while ensuring juiciness and texture.
Therefore, ongoing work is focused on optimising ingredient sourcing, improving processing techniques, and incorporating plant-based lipids that can better mimic animal fats while being compatible with existing processing technologies, said Dr Sim.
Jhajharia also shared that many consumers cannot reconcile the higher price point of plant-based products compared to meats, which are seen as a status symbol in Asia, especially in emerging markets.
He added that there is a negative perception of plant-based products as being overly processed and high in additives and sodium. For the industry to grow, products need to evolve to become healthier, and companies should focus on marketing the wellness benefits.
If plant-based products can genuinely offer better health outcomes, then the premium price might be more acceptable to consumers, said Jhajharia.
Similarly, Dr Sim noted that while Asia has a strong tradition of vegetarianism linked to health, many plant-based meats do not align with this perception due to their processed nature and Western-inspired formats – meat patties, for example, are viewed as sodium laden and highly processed.
He suggested leveraging local dietary traditions and nutritional values to create healthier, culturally relevant products.
In short, the key areas to address in driving plant-based innovation include changing consumer perceptions, improving affordability, and encouraging innovation.
For more detailed insights, watch the Plant-based Innovation live interactive broadcast on demand – one of the eight focused sessions in the Positive Nutrition Broadcast series.
