Good Growth and GFI, 2024

• Alt proteins in Asia

webinar here: https://www.youtube.com/watch?v=sxkb-tr3WOk

6 segments made according to awareness and experience of PB meats:

• Novices

• Curious

• Skeptics

• Rejectors

• Expanders

• Enthusiasts

• High awareness of PB options but under half had tried

• Most of the people who are interested in pb alts are also high meat eaters not looking to switch

• half of todays consumers are millennials

• surprisingly more (I think 38%) said PB alts were tasty compared to less than 10% I think that said they didn't like it

• affordability, health, taste and variety

• Very open to blended products

Health tended to be the most important factor

• 20-25% of people wanted to reduce meat, 25% wanted to increase
• Many are wanting to eat more fish (44%) almost none wanting to reduce fish

• Thailand and Singapore have 16-18% of people looking to reduce chicken
• Malaysia, Singapore, Philippines, and indonesia all have 21-26% of people wanting to reduce non fish seafood
• 33% of Philippinos want to reduce pork
• All countries except Vietnam have groups > 24% wanting to reduce beef