A survey carried out in China by ProVeg International has found that the country’s Generation Z is very open to eating plant-based food.

The survey found that nearly 20% of respondents already identified as eating a “flexitarian” diet, meaning they are actively replacing meat every week with plant-based alternatives.

Generation Z amounts to 264 million people in China and is buying 40% of the country’s new products, ProVeg said, highlighting that the news will be welcomed by alternative protein producers. Gen Z’s purchasing influence is expected to increase as it becomes the main consumer force on the Chinese market over the next ten years.

The survey was carried out among 1,024 people aged 19 – 28 with a college education who live in the cities of Beijing, Shanghai and Guangzhou.

Asked about their dietary preferences, the survey found that 19.3% consume plant-based foods/meals a few times per week, 71.9% are omnivores, 1% are vegetarian and 0.6% are vegan (consuming no animal products).

Over half (65%) of respondents said they knew about plant-based meat, and 31.6% said they are willing to purchase it. ProVeg said that the market education of consumers can improve their familiarity with plant-based meat and increase their preference for it.

Greater market potential was found in Beijing and Shanghai, and female and highly educated individuals were found to be more willing to purchase plant-based meat.

The optimal price range for plant-based meat is between RMB 17.9 and 30.5 yuan, the report said, with an optimal price of RMB 22.1 per 500g.

Shirley Lu, managing director for Asia and chief China representative for ProVeg said: “It is really exciting times for both plant-based meat companies and those developing cultivated foods in our country, with China holding much promise as a reliable market in which to launch new products and experience strong sales growth”.

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