Biospringer eyes booming processed meat market in Asia-Pacific as consumers crave convenience

23 Nov 2023 --- The processed meat market in the Asia-Pacific region is surging in growth, driven by changing lifestyles, urbanization and an increasing demand for convenient, ready-to-eat meat products. Our in-depth interview with Biospringer Asia-Pacific examines how processed meat — largely considered a less healthy food option — is gaining popularity for its convenience and wide variety, ranging from shelf-stable to frozen or chilled products.

The East Asian region has experienced the third most significant increase in red and processed red meat intake in the past decade. 

Lim Bee Chen, product manager at Biospringer Asia-Pacific, tells Food Ingredients First: “The processed meat market is growing, and Asia-Pacific is the third largest region in the world in terms of total global sales value.”

“We observe that frozen processed meat and shelf-stable processed meat each account for a quarter of the market but are showing the fastest growth in the category. 

“Chilled processed meat still dominates the category in Asia Pacific, accounting for more than half of the total sales values.”

Shifting consumption patterns
The fast-paced consumption trend in Asia is closely tied to urbanization and rising incomes. 

With people increasingly reluctant to spend extended periods cooking at home, alternatives such as delivery services and processed ingredients have gained popularity. 

The demand for processed meat among younger generations is growing, propelled by changing consumer preferences and shifting dietary habits. The impact of Western food culture has expanded young consumers’ palates, fostering greater acceptance of processed meat products.

Cooking difficulties are caused by the decline of functional capabilities in older people. The increasingly elderly population is using more processed ingredients.Bee Chen explains: “Consumers are opting for convenient ready-to-eat meals that require minimal preparation time and hence fueling the processed meat market.”

As the population in the Asia-Pacific is aging faster than any other place around the world, the elderly, particularly those living alone, also find appeal in the idea of having prepared ingredients to facilitate quick meal preparation. 

Navigating the intersection of tradition and wellness
In the Asia-Pacific region, the longstanding tradition of consuming fresh food is now aligning with a growing demand for healthier food options. As societies are increasingly embracing the healthy aging culture, consumers are prompted to develop an awareness of their physical well-being from an early age.

“There is continuous demand for products that are lower in salt, fat and preservatives due to growing awareness of health implications associated with processed meat. Consumers in the region are looking for tasty and nutritious meat products,” Bee Chen addresses.

“We noticed that ‘No additives or no preservatives’ is the top health claim in Asia-Pacific, while ‘low sodium’ and ‘high protein’ are the fastest growing claims in processed meat category.”

“Manufacturers in Asia-Pacific are introducing processed meat with reduced salt and preservatives due to consumers’ demand for healthier options. However, they are facing challenges in developing healthy and tasty products without using excessive additives or preservatives, artificial flavors and salt,” she elaborates.

“To address health-conscious consumer demands, Biospringer develops innovations including the development of processed meats with reduced salt and lower fat content using leaner cuts of meat.”

“We offer a wide range of minimally processed yeast extracts that are used in a wide range of food applications to improve taste, reduce salt, mask off-notes and improve nutritional profile.”

Rising demand for clean products
The Asia-Pacific region demonstrates an increasingly strong demand for clean products, which is backed up by extensive time and budgets invested in R&D in those countries by trend-conscious producers.Yeast-based ingredients can allow foods to taste similar to products made using traditional cooking methods such as grilling, roasting or barbecuing.

“Over the years, clean has evolved from ‘safe’ ingredients to consumers expecting food manufacturers to provide transparency in ingredients listing as they are more concerned about what they consume,” Bee Chen introduces.

“Consumers require total transparency in ingredient listing and prefer products with natural, clean labels and sustainable ingredients.”

“The fermentation-based ingredients from Biospringer will be a good solution to overcome the challenges as they are clean label, natural, non-GMO, halal, kosher, dietary restrictions and most importantly, sustainable.”

Embracing eco-friendly choices
In the Asia-Pacific region, consumers are increasingly concerned about environmental issues. The region has been grappling with a succession of climate-related disasters, including the flood in Southeast Asia in 2021. 

In response to these environmental challenges, consumers in the region are displaying increased levels of “motivation, willingness and eco-consciousness,” Biospringer highlights.

“With growing concerns about environmental impact, we do see some manufacturers are committed to sourcing their meat and other ingredients from suppliers who prioritize animal welfare, use environmentally friendly farming methods, and avoid deforestation,” says Bee Chen.

“Besides that, manufacturers are also actively involved in improving energy efficiency in production facilities by investing in renewable energy sources,” she adds. “Manufacturers are innovating to produce plant-based alternatives as healthier and more sustainable options and to cater to vegetarian, vegan or flexitarian diets.”

By Sichong Wang