Consumers' Sound Bites - Next-Gen Meats #3

What consumers think about alt-meat and the opportunities this presents to grow the market in Japan.

January 24, 2023

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Happy Tuesday Market Shakers. In today’s article, we catch up with the latest information about Japanese consumers' attitudes to alt-meats. This of course includes our own research.

In Today’s Post

  • The latest data on the plant-based meat (PBM) market in Japan

  • Expert analysis of the latest consumer survey results and trends for alt-meat in Japan

  • Market Shake’s alt-meat consumer survey results and analysis

  • Consumer interviews and key takeaways

Understanding Japanese consumers’ attitudes to alt-meat begins with understanding their attitudes towards regular meat.

Though the Japanese diet was traditionally plant-based, meat now makes up a significant part of it. After the second world war, the Japanese turned to meat to fend off starvation. As the nation recovered from the war and kick-started its economy, appetites for meat only grew. In 2018, Japanese consumers ate 20% more meat than they did two decades ago, and 60% more than they did in 1975.

But what’s behind Japan’s growing appetite for meat? 

According to research conducted by MyVoice, consumers eat meat because they first and foremost enjoy the taste, then because meat gives “stamina”, and also for its “high nutritional value”. However, health consciousness in Japan is one of the main reasons why the consumption of chicken - which is less fatty than red meat -  is on the rise. Red meat is increasingly recognized as unhealthy and difficult to digest, especially among Japan’s aging consumers. 

Yet opportunities for consumers in Japan to indulge their meaty cravings are rife. The 29th of each month is Meat Day (In Japanese, 29 can be read “ni-kyuu”, which sounds like the Japanese word for meat, “niku”) and supermarkets and restaurants offer deals on meat. Likewise, restaurants also promote the consumption of meat for celebratory events, such as KFC at Christmas, yakiniku to celebrate life events and career achievements, and many more.

Despite a boom over the last half-century in Japan, meat consumption may struggle in the coming year. Data from Japan’s Chain Store Association showed that sales of meat products were down halfway through last year compared to the same period the year before. This is a small indicator of the effects of rising meat prices on consumers. With large meat processing companies forecasting price rises as large as 1/3rd still to come, consumers may further lose their appetites in 2023.

Are consumers turning to alternative meats?

Firstly, we should note that, to date, the only alt-meat products available to consumers in Japan are plant-based meat products. While plant-based is the main focus of our discussion today, we have done our best to include information about consumer attitudes towards fermentation-powered and cultivated meat too.

The size of the plant-based meat market has grown since we last covered it in 2021. Analysis of POS data published last year shows that the overall plant-based food market in Japan grew by 162% between 2019 and 2021. Plant-based meat only accounts for 10% of the total plant-based market but its growth was four times higher in 2021 than 2019, according to the report.

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This growth is reflected in an increasing number of alt-meat items available at retail and in restaurants. Many supermarkets in and around big cities now sport dedicated plant-based sections in chilled, ambient, and frozen. More product variety is also available, especially in the ready-meal category where companies can more easily mask the still-lacking taste and texture of plant-based meat. Foodservice, including hotels and chain restaurants/cafes, are increasingly adding plant-based to their menus.

The category and consumer awareness are growing but the number of people trying PBM is flat

A survey conducted by MyVoice in 2022 found that 40% of respondents had eaten alt-meat products (20% within 2022). 36% of those who had tried it did so to “see what it tasted like”, and over 30% said they tried it for “health” reasons. Around 20% of respondents said they tried the products because they are “high in protein”, “healthy with a texture and flavor like meat”, or because they were “on a restaurant menu”.

30% of respondents also said they “intend to eat” alt-meat products again. 60% of these respondents rated price and the ingredients as their highest priority when purchasing PBM. 30% said “being minimally processed” was a key requirement to buy.

The number of respondents who reported trying alt-protein is a little less than half. This is the same as when MyVoice last did a survey in 2020, suggesting that interest to try alt-meat in Japan hasn’t changed. This matches our own observation of the market in Japan, that while awareness and availability of alt-meat are generally increasing, this is not necessarily impacting the number of consumers who try the products. 

We asked a local expert (who asked to remain anonymous) why this is and what plant-based companies can do to be successful in Japan:

The plant-based meat market in Japan has been slower to grow than many of us hoped. It is a matter of inertia. Japan is a relatively conservative market for food and beverage and is slower to adapt to new foods. Environmental and animal welfare concerns are less problematic for consumers in Japan compared to other parts of the world also. 

Furthermore, from a supply perspective, most products entering the market are from Japanese companies which, although they seem to be quite reasonably priced, are not so appealing from a packaging point of view. Available import brands are highly priced and struggle with the distribution.

Perhaps further innovation, promotion and/or price reductions are required to help drive growth. Also, opinion leaders and media will need to pick up on this subject to help drive change in opinions and behavior.

Undoubtedly it will take longer for consumers in Japan to warm to PBM. Rather than a wait-and-see approach, or boldly trying to pioneer the category alone, pulling Japan’s existing levers of influence may be the most effective way to ignite consumer demand for PBM.

What’s social noise saying?

Data from Google Trends suggests consumer interest in PBM in Japan is dipping.

Search volumes for keywords relating to alternative meat in Japanese are low. The highest volume term is soy-meat (pictured above), and interest in the term peaked in 2021, gradually declining in 2022.

On the other hand, Japanese internet users showed increasing interest in the term “cultured meat” throughout 2022. This is likely due to increased media exposure on the subject in general. Last year, Minister for Consumer Affairs and Food Safety Taro Kono appeared on Japanese TV, showing support for cultivated meat. The success of Nissin Foods and Tokyo University’s joint project to culture meat also received extensive digital and print media exposure.

With that said, we carried out our own consumer research to see give you the latest pulse on Japanese consumer attitudes to alt-meat.

In-House Survey Results

We conducted a survey with a small sample of 20 Japanese consumers split evenly between age groups and genders. The topic of the survey included questions designed to measure awareness of and attitudes towards alt-meat.

Result #1: 50% of consumers know plant-based but few know fermentation-powered and cultivated meat

Our consumer survey found that 50% of respondents were aware of plant-based meat. However, less than 80% had heard of cultivated meat and fermentation-powered meats like mycoprotein. The takeaway here is that producers need to invest in education consumers about their meat alternatives in Japan.

Result #2: Japanese consumers are interested in trying plant-based, but not fermentation-powered and cultivated meat

After hearing explanations on the different types of alt-meat (plant, cultivated, fermentation-powered) the majority of participants (over 80%) were in favor of trying plant-based meat. 

For respondents who said they wanted to try plant-based meat, over 70% chose “because it’s healthy”. The next most popular responses were “because it’s novel”, given by 40% of respondents. Those few respondents who didn’t want to try it said they “didn’t feel the need to eat it” or they “preferred traditional meat products”.

The results show, unsurprisingly, that communicating the health benefits of plant-based meats is a must to win over Japanese consumers. Love of novelty though is a double-edged sword for PBM. While Japanese consumers may be willing to try the products, if their needs are not met in terms of great taste, they won’t come back for more.

60% answered negatively when asked if they wanted to try fermentation-powered meat products. Even more respondents (73%) said they didn’t want to try cultivated meat.

Most respondents who didn’t want to try cultivated meat gave two main reasons, “it seems unhealthy” and “it doesn’t sound tasty”. In the case of mycoprotein, respondents' answers were split across “it sounds unhealthy”, “it doesn’t sound tasty” and “I wouldn’t know how to cook it”.

In the case of cultivated meat and fermentation-powered meats, Japanese consumers need more education before they will try them. Companies should put extra effort into assuring consumers of such products' safety and quality.

Result #3: PBM products that are healthy, certified as safe, and cheaper than meat are most attractive to Japanese consumers

Over 80% of respondents said whether a plant-based meat product is healthy influences whether they would buy it. 50% of respondents also selected “products that have been certified as safe” as important to influencing their decision to buy PBM. Almost 40% of respondents also said they would buy PBM if it’s “cheaper than a regular meat product”.

Result #4: Japanese consumers want alt-chicken nuggets and karaage

We asked Japanese consumers what kind of alt-meat products they want most. Chicken, namely nuggets and fried chicken (karaage) were the top responses. These were followed by steak, hamburgers and gyoza.

While there’s no shortage of plant-based hamburgers and gyoza in Japan, there could be an opportunity for plant-based chicken products.

Consumer Interviews

We interviewed Japanese consumers across a range of age groups and genders. We found most consumers were aware of plant-based meat, especially soy-meat, but not so fermentation-powered and cultivated meat. We showed consumers several examples of alt-meat products from Japan and abroad to help explain the different types.

Akiko, 60s, Female

Akiko lives in Tokyo with her husband and youngest daughter. She is a housewife and volunteers in her local community.

I haven’t tried alternative meat products, but I’m familiar with soy meat. I see it on TV and in the supermarket. 

I enjoy cooking for my family, so I’d be interested in products that I could use in recipes. Mince, or chicken alternatives for example. It would be important for them to taste just like the real thing though, and I hope I can cook them in the same way. They should also be nutritious. If they’re made from a common plant like soy, I would expect to pay less than regular meat.

From a sample of products, Akiko was most interested in Beyond Meat’s mince because it looked like regular mince and she liked the packaging. She was not interested in cultivated meat, and felt it sounded “too innovative”.

Hiroshi, 50s, Male

Hiroshi lives in Osaka with his wife and son. He works as a manager in a manufacturing company and must regularly travel between Tokyo and Osaka.

I think I have tried some alternative protein products, like soy hamburgers in my company’s canteen. I wouldn’t eat such products often because I enjoy regular meat. 

But, my wife is encouraging me to cut back on meat to lose weight and lower my cholesterol. I do this by eating small portions, and more vegetables. This isn’t exciting so I’d like it if I could eat healthy meat substitutes that tasted just like the real thing. 

When asked about what kinds of products Hiroshi would like to eat, he favored meats used in traditional Japanese dishes. 

I really love Japanese curry, so meat alternatives like tonkatsu (breaded pork steak), mince, and thinly sliced beef appeal to me. The material they are made from doesn’t bother me as long as it’s healthy…I don’t think I’d try products made from meat grown in a lab, however. These don’t sound safe.

Hiroshi said he would try meat alternatives at home, and would also buy them at retail to make curry. He would expect them to be priced the same or less as regular meat products.

Masahiro, 40s, Male

Masahiro is an office worker. He lives in Chiba (near Tokyo) with his wife and used to live in the US for several years until 2019.

I love meat, just look at me (he is slightly overweight). Meat is healthy and delicious so I don’t see any reason to eat alternatives. Plus, I’ve heard they’re heavily processed so I’d be concerned about that when trying them. 

Masahiro hasn’t tried meat alternatives but has seen them in supermarkets in the US and Japan. We showed him examples of products from Japan and asked which he would like to try most. 

Products that are low in fat and cholesterol appeal to me. Especially if they taste just like actual meat. If I was going to try them, then I think I’d like them to be part of a dish. A curry, or a beef stew, lasagna, a Chinese dish, for example. But if I’m going to eat a slab of meat, then I want to eat real steak, you know?

Masahiro was open to the idea of cultivated meat and would be curious to try it, but he would be concerned about whether it is safe. 

Kimiko, 40s, Female

Kimiko is an office worker who lives alone in Tokyo. She is very health conscious and when given the choice will choose plant-based meat over regular meat.

Regular meat is hard to digest for me and it makes me feel bloated. I tried soy meat in 2020 during the pandemic as it was becoming widely available. Last year I decided to switch to plant-based meat when possible because I was sick of eating so much meat at company dinners that restarted when our office opened back up.

Kimiko prefers dry-type plant-based meat products and favors one brand in particular which she thinks is Joyful (she couldn’t remember on the spot). It comes in servings that are suitable for one person, and she feels the price is similar to regular meat. She uses it to cook dishes such as mapo-tofu and miso-seasoned mince which are quick to make and tasty.

I like cooking with soy meat. It’s easy to flavor and I don’t find the soy flavour of the meat is strong. I would be interested in trying products like Beyond Meat which more closely mimic actual mince. I’m not interested in ready-meal type products, or products that contain a lot of additives and flavorings.

Kimiko was intrigued by the concept of cultivated meat. As long as it was safe, she would like to try it. When pressed on her idea of “safety”, she said a label that showed thorough food safety checks.

Tomohiro, 30s, Male

Tomohiro lives in Toyko with his wife and son. He works for a Japanese company where he does a desk job. He stays very physically active to compensate for the time spent sitting at work. He has seen plant-based products in the supermarket and on restaurant menus but doesn’t eat them often.

I love meat and eat it every day. It’s an important source of protein for me, especially chicken breast which I eat after a workout. But meat can contain harmful substances like antibiotics, so I’m open to alternative protein sources. I’ve been to a vegan restaurant with my wife before where I tried a soy-meat tonkatsu curry. It tasted good and was a lot lighter than a meat-based one.

Tomohiro said he is interested in trying other alternative protein products such as beef rice bowls, oyakodon (chicken and egg on rice), and steak - but only if the products tasted the same as regular meat ones.

I’m happy to try different products, but I wouldn’t go out of my way to do so. For example, when I went to a vegan restaurant, it was the only option. Otherwise, I would always choose meat. For this reason, I think I would be more likely to try cultivated meat products because it’s real meat. I’d expect cultivated meat to be cheaper than regular meat because there are less costs associated with raising animals.

Asami, 30s, Female

Asami is from Tokyo where she lives with her husband. She is expecting and tries to eat a healthy diet.

I don’t eat much meat in general, but I’m pregnant and I find myself craving it, especially red meat and pork. Right now I’m trying to avoid processed foods so I wouldn’t try plant-based meats because I understand they’re often processed.

But I’ve tried plant-based meat products in the past. There has been an increase in fancy restaurants serving them in Tokyo recently and I’ve been to a few with friends. The dishes I’ve tried, like plant-based hamburgers or beef curry, have tasted really good. 

Asami said she would try alternative meat products out of curiosity. For her, it’s more something she eats on a special occasion, like dining out with a friend. But it’s not something she’d buy regularly because she is happy eating a diet rich in vegetables, which she’s used to cooking with.

Haruna, 20s, Female

Haruna works in IT and lives in Tokyo with her fiancee. She has been actively practicing flexitarianism for almost 4 years and eats meat alternatives a few times a month. 

At some point, I took an interest in nutrition. I learned about the health risks associated with meat and processed foods, two things I avoid if I can. Though it’s not easy living in Japan so I sometimes eat meat.

I buy plant-based meat in the supermarket, and I eat plant-based options at restaurants, if there are any. I buy packaged soy meat products that I can use to cook with as well as Deats’ konjac meat products. Usually, I use these to cook dishes like bolognese or to add some protein to a vegetable stir fry. I prefer these products to meat because I don’t feel heavy after eating them.

For Haruna, alternative meat products should have a similar taste and texture to meat and be minimally processed. She is willing to pay up to 10% more than regular meat products.

Regarding cultivated meats, I support the idea and the innovation, but I don’t think I would try them if given the opportunity. The way they’re made is too mysterious to me.

Ryuji, 20s, Male

Ryuji works as a Market Researcher in Tokyo.

I’m aware of plant-based meat products. I’ve seen some in restaurants and cafes like Starbucks. For me they have a healthy image, and they’re good for the environment. But I enjoy regular meat so I’ve never tried them. 

We asked Ryuji if he would be interested in trying them but he was uninspired.

Sure, I would try these products, if you gave me a sample. I think if a plant-based karaage (fried chicken) tasted identical to the real thing, I might be convinced (to try again). 

I don’t think I’d ever stop eating meat, so I wouldn’t replace meat with alternatives. But If I knew they tasted like the real thing, and they are healthy and better for the environment, I would buy them sometimes. 

Key Takeaways

Our interviews show that consumers in Japan are interested in plant-based meat. Cultivated and fermentation-powered alternatives are unfamiliar to many consumers. More education is needed to raise awareness that these technologies exist.

As we already knew, consumers want healthy, tasty alt-meat products that are competitively priced with regular meat. There was also a trend amongst the health-conscious consumers we interviewed and surveyed toward products that can be used for home cooking. Such products currently available in Japan are mainly dry textured soy protein and a small number of chilled products. There is certainly room for innovation in this segment.

Restaurants were highlighted by interviewees and survey respondents as a gateway to try alt-meat products, especially quick service. This shows that there continue to be opportunities to promote alt-meats via restaurants, but also that products served must deliver repeat-worthy taste experiences.

Finally, our survey and interview results reinforce what we observe about the current PBM market in Japan. When asked, consumers show enthusiasm for and awareness of plant-based meat. But consumers seem to be stopping short of actually buying these products.

Reasons for this could be many. There has yet to be a hit plant-based product in Japan worthy of generating a buzz that spreads beyond vegan and flexitarian communities, for example. But equally, there is little activity in Japan from producers, opinion leaders, and influencers to really promote alt-meat to the mass market. This is key to boosting the growth of the category in Japan.

Unfortunately, we face a catch-22 in Japan. The market for alt-meat has been slower to take off than many expected. Businesses at home and abroad scratch their heads about this and wonder why. But this very fact also makes the industry feel that perhaps the market has no hope. As a result, there is little change and innovation beyond the occasional, quiet release of a new product. And companies slowly turn away from Japan and look to greener markets.

Instead, to boost the category in Japan, alt-meat makers need to make more noise, more often, about their products. They need to get local opinion leaders talking about alt-meat products (excitedly). They need to create more opportunities, through collaboration and promotions for example, for Japanese consumers to do what they say they want to do: to try alt-meat. With more people talking about and tasting alt-meats, the category should start to gain momentum.

Are you interested in capturing a chunk of Japan’s alt-meat market?

The alt-meat market in Japan is flickering into life and waiting for a winning product to ignite demand. Right now the opportunity is there and waiting. Claiming it is a matter of the right strategy, activating the right channels and opinion leaders, intelligent branding, and more. GourmetPro’s network of global F&B professionals has successfully launched plant-based meat products in a range of markets around the world. Contact us and explore how we can unlock new growth for your alt-protein products in global markets, including Japan.

That’s all folks

We hope you enjoyed this big slab of consumer insights. We’ll see you next Tuesday for some supermarket shelf sweeping. Thanks for reading.

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