India’s flexitarians present “dynamic opportunity” for brands to capitalize on growing plant protein appetite

16 Dec 2021 --- India is fast becoming a key market for plant proteins, according to Kerry research honing in on flexitarians in the country. Notably, vegetarians comprise one-third of the population in India and the remaining 70% of non-vegetarians also consume plant protein regularly in their diet.

This brings a wealth of opportunities for diverse plant-based offerings as India’s appetite for meat alternatives grows.

India’s high volume of flexitarians is driving the plant-based shift from niche to mainstream in the region.

Currently, 41% of the population already consume six or more types of plant proteins, with most meals comprising pulses, salads, lentils or cooked vegetables. 

A promising opportunity 
The opportunity and potential for plant protein foods in India is promising, says Gunjan Pandey, marketing director for Kerry Southwest Asia.

Speaking to FoodIngredientsFirst, she says “the Indian market for plant-based foods is growing fast and we expect strong momentum into 2022 as there are many retail players, from the major retail houses to start-ups to frozen snacks brands picking up on consumer interest in plant-based foods and planning for new launches.”

“Vegetarians make up approximately a third of the population in India. There are also vegetarians who enjoy non-vegetarian dishes on special occasions. The remaining 70% of the population regularly include plant protein as part of their diet. In India, 63% consumers are very or extremely like to purchase plant-based meat regularly. They are also willing to try plant proteins in familiar formats, both Indian and western, and an estimate 60% are ready to pay a premium for it. With an incredibly high percentage of the population open to consuming meat alternatives (70%), India presents a dynamic opportunity for innovative, nutritious and great tasting plant-based foods,” she explains.

Kerry plant-based solutions can help meet India’s rising consumer calls for meat alternatives.Currently, the region’s alternative meat market is valued at US$171 million and is expected to grow at 8.5% CAGR by 2025. Kerry reveals that the past five years have also seen consistent new launches, with the number of meat substitute launches rising year-on-year.

The numbers indicate a considerable paradigm shift toward plant-based meat alternatives in India. While still at an early stage, this is rapidly catching up to the rest of the world, notably because there are already many options in India. 

And while non-vegetarians prefer meat, they, along with vegetarians and vegans, are willing to try plant-based alternatives and experiment with its textures and flavors.

Shifting habits 
In India, the top three top reasons for this shift to meat alternatives are health benefits, the desire for variety and growing awareness of the importance of sustainable eating. 

Sixty-three percent of Indian consumers are very or extremely likely to purchase plant-based meat regularly. “They are willing to try plant proteins in familiar formats, both Indian and Western, and an estimated 60% are ready to pay a premium for it,” adds Pandey.

As it stands, the global alternative meat market is set to grow at a 14% CAGR over the next five years and is projected to hit US$9.5 billion by 2023. Asia is currently the second largest region globally for plant-based meat alternatives, accounting for 22% of global sales by value and is expected to be the world’s largest market by 2025.

However, this latest research reveals a significant unmet need in Asia regarding providing consumers with alternatives they value. 

“Consumers are seeking products that have superior taste, texture and nutrition but that also align with local or regional cuisines or tastes,” says Ronan Moloney, VP & GM, food and meat, Kerry Asia Pacific, Middle East & Africa. 

“However, many plant-based products fall short of these expectations with 70% of consumers in Asia Pacific saying that taste and texture of current meat alternatives do not match that of real meat, but add they would make plant-based foods a regular part of their diet if this were resolved.”In India, 41% of the population already consume six or more types of plant proteins.

While taste is the most important attribute for plant-based foods, creating plant-based meat alternatives that consumers want can be a complex, costly and challenging process, particularly around savory taste and creating succulence, juiciness and a moreish flavor. 

“On a macro level, the pandemic has driven environmental issues and sustainability to the fore. On a more personal level, growing consumer awareness of the importance of health and wellbeing is the core motivator. This is particularly true of the Indian ‘flexitarians’ who enjoy both meat and alternatives and are driving the plant-based shift from niche to mainstream. Like much of the rest of the world, consumers in India are focusing on diet and lifestyle, and the concept of longevity has begun to play a role in how they approach the future,” Pandey notes.

“With an incredibly high percentage of the Indian population open to consuming meat alternatives, India presents a dynamic opportunity for brands to capitalize on this growing demand by creating innovative, nutritious and great tasting plant-based foods that would be the consumer choice, not the alternative,” she concludes.

Kerry previously reported that 37% of plant-based consumers in Europe want better-tasting protein alternatives. According to the company, the challenges in creating authentic tasting and sustainable plant-based foods can be complex.

For several years, the undeniable rise of plant-based eating has been charted in Innova Market Insights’ Top Ten Trends. For 2022, the market researcher’s “Plant-Based: The Canvas for Innovation” trend has signaled the progressive nature of the movement as it pushes into the mainstream and expands into new categories and regions.

With personal health and global sustainability proving to be strong drivers of consumer choice, plant-based R&D has refocused from mimicking meat, fish and dairy to optimizing and diversifying options.

Innova Market Insights’ consumer research highlights a need for choice and multiple product positionings as “there is no single definition of a plant-based customer.”

By Elizabeth Green