98% of Chinese consumers are willing to eat more plant-based foods. What’s holding them back?

New research shows that health is the priority for Chinese consumers when it comes to plant-based food – and the more they know about the benefits, the more they’ll eat it.

When you inform people in China about the benefits of a vegan diet, nearly all of them (98%) would be willing to eat more plant-based foods, according to a new survey.

The results are from a poll carried out by Kantar for ProVeg International, covering 1,000 consumers from Beijing, Shanghai and Guangzhou. It found that nearly a third (32%) of Chinese people identify as flexitarians, though the incidence of vegetarianism (1.5%) and veganism (0.9%) is low.

They were presented with 15 benefit statements about plant-based foods, 14 of which were based on peer-reviewed research. These included preventing or lowering the risk of type 2 diabetes, breast cancer, and antibiotic resistance; lowering body mass index (BMI); cutting greenhouse gas emissions; reducing global hunger; and being a source of delicious and satisfying meals.

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This reflects the emphasis Chinese consumers put on health over the environment. Overall, the main reasons for consuming plant-based food were health (46%), nutrition (39%) and food safety (35%). Only 24% are motivated by the fact that they are climate-friendly.

[T]he biggest barriers are dissatisfaction with the freshness of ingredients (cited by 36%) and the taste (31%), and uncertainty about the nutritional completeness (30%).

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There are several things industry players can do to help nudge more plant-based consumption. Social media was found to be the most effective marketing tool, while a focus on nutritional transparency and lower price points will go a long way too.

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