NZ well positioned to be global player in alternative protein market
Eco conscious millennial consumers are reshaping demand for alternative sources of protein according to the country’s largest manufacturer of vegetarian foods. Mark Roper spokesperson for Life Health Foods – which makes plant based Bean Supreme and recently launched Alternative Meat Co. products, says growing concern for the environment is leading this demographic to seek out other options to integrate into their diet. A nationwide survey commissioned by the company has found that millennials aged 18-34 are the most likely demographic to adopt a mostly meat-free lifestyle in the next decade. “Among this age group, factors such as concern for animal welfare and the environment were some of the most important drivers of purchase choice; whereas if you look at older consumers, health considerations and cost of meat were the primary reasons for choosing vegetarian foods,” he says. Roper says New Zealand is well positioned to take advantage of this emerging trend – which has seen accelerated growth in the global meat substitute market. “Our research is showing that many consumers are not completely replacing meat in their diet – instead, they are integrating more meat-free options throughout the week. This makes development of a plant protein market complementary to our existing agricultural exports,” says Roper. He says the new consumer driven trend is something that farmers should not fear, but rather capitalise on. “As a producer we are looking at this growth as a promising future market. As well as a growth industry locally, there is increasing demand for these products in the more well-established markets of the US and Europe where there are potentially large export opportunities for us,” he says. Roper says at the same time, New Zealand is well positioned as a producer nation to capitalise on millennial’s demand for plant based products. “As a country, we […]