Southeast Asians have been consuming plant-based foods such as tofu, tempeh, and mock meats for a long time. With the onset of the pandemic, the flexitarians started including more plant-based foods in their diets, surging demand for plant-based foods in the region. Moreover, for a sustainable future, the region saw a change in the preference pattern of the consumers transitioning to increased demand for plant-based food. 

Out of all the countries, Singapore heads the regional market with the highest number of consumers preferring plant-based food, followed by Thailand and the Philippines. While Malaysia and Indonesia saw a slow adoption as meat is very cheap in these countries, making it difficult to switch to plant-based food. However, after extensive research ensuring the compatibility of the local taste buds, global food and beverages companies are planning to expand their business in the region targeting Singapore. For instance,

• In December 2021, Top Tier Foods, a Canadian firm, announced its plans to expand its soy-based wagyu (Japanese beef) product line in the region. The company will expand after raising funds of US$ 7.6 million from an international group of industry partners. Notably, the company already expanded in Singapore with the product after doing research to match the taste palate. The company strategized to launch the product through B2B and food services segments in the Singaporean market. Foodxervices, which distributes to large hotels and food manufacturers, entered into a partnership with the company to help it grow its business further. Also, the company partnered with a Japan-focused company, Yoshiya, for the same.

• Unilever also entered Singapore with the brand ‘The Vegetarian Butcher’ in January 2022 after the company received many requests from the consumers of the country.

• Similarly, in October 2021, United States-based, Gathered Foods, with the brand Good Catch, forayed into Singapore with their innovative plant-based seafood products such as plant-based tuna flake, fish burgers, fish cakes, and many others. Notably, these products are developed using a blend of peas, chickpeas, lentils, soy, fava beans, and navy beans and offer the same nutritional value and flavors as conventional seafood, lessening the environmental impact.

On the other hand, the region also witnessed innovative plant-based brands and start-ups launching their own products in the last four to six quarters. For instance,

• In January 2022, a Malaysian brand for plant-based food alternatives, yumeat launched two plant-based options as per the local palate - the yumeat plant-based luncheon and yumeat plant-based minced meat. 

These products are prepared with soy and wheat with yumeat luncheon containing seven times more fiber, 23% less sodium, and 53% less fat than the average meat alternative. Most importantly, yumeat products are cholesterol-free, making a healthier option that helps in shaping many lifestyle choices across the generations.

 Also, the yumeat products are prepared in a factory using renewable solar energy and electronic sensors to eliminate energy waste, reducing the environmental footprint.

To know more and gain a deeper understanding of the plant protein industry in Southeast Asia, click here.