Are you ready for the meatless revolution?

THE ABILITY to create meat, or something sufficiently meat-like, will become progressively more important in the coming years because humanity may be reaching a point when there is not enough animal protein to go around. The United Nations expects the global population to grow from the current 7.2 billion to 9.6 billion by 2050. Also, as countries such as China and India continue to develop, their populations are adopting more Western diets. Worldwide the amount of meat eaten per person nearly doubled from 1961 to 2007, and the UN projects it will double again by 2050.

Meanwhile, global meat production has tripled over the last four decades. But with increased production come concerns about greenhouse emissions, animal welfare and the health risks of eating red meat.  More people are becoming concerned about the environment and want to know where their food is coming from, and if these foods reduce the risk of food-borne illnesses like E. coli and Salmonella poisoning.
Not surprising then that scientists and entrepreneurs are investing heavily in research and development, in the race to find suitable meat replacements, not only as protein alternatives but also as a safe, sustainable and profitable food business.

The current meat landscape
Research group MarketsandMarkets estimated the value of the meat substitutes market at US$3,185.8 million in 2013, with Europe holding the largest market share for meat substitutes. The market is expected to grow at an annual compound rate of 6.4% from 2014 to 2019.  Higher costs for meat and dairy protein, and the growing awareness in the population about healthy and sustainable foods are spurring interest in plant protein-based meat alternatives in America, Europe and other countries.

"The market for meat alternatives is huge. Not because of the growing amount of vegetarians or vegans, but because of the growing amount of meat eating consumers that want to reduce eating meat. Over 30 million people in northern Europe want to eat meatless for at least one day per week, but less than 20% of them really do, because they don't see a tasty and healthy alternative," says Suzanne Sweerman, executive director of the Netherlands Foreign Investment Agency (NFIA*) based in Singapore.  

Unquestionably, to be able to produce meat or something sufficiently meat-like is gradually becoming more important in recent years, with startups like Beyond Meat and pioneers like Gardein Protein spearheading the meat substitute market. Bill Gates, who adopted the meat-production crisis as one of his signature programmes, published a report on his blog, The Gates Notes, where he endorsed Beyond Meat as an important innovation, bringing a new level of investment and engagement to the table.

Today's next-generation meat-replacement products are available in the marketplace with popular choices ranging from non-GMO soy, pea and wheat proteins and grains to a mycroprotein (Quom), derived from a fermented fungus and tofu, to replicate the taste, texture and culinary viability of animal products. 

From vegetarians to "flexitarians"
Vegetarians are a definitive segment for the meat substitutes market but meat-alternative companies are not just aiming their products at them but also at meat-lovers, namely the new group of flexitarians.

The amount of flexitarians, consumers who reduce their meat consumption in their daily diet, is increasing, making the meat-alternative demand more promising. This change in eating pattern requires new products that fulfill consumer demands for healthy and tasty products that can replace the function of meat in a dish, and contribute the same high protein nutritional value.

Ms Sweerman elaborates, "Much of the new growth in the segment is coming from younger consumers who demand foods that fit an overall lifestyle, be it for health reasons or personal ethics.  Rather than mock meat, they specifically look for meat alternatives with distinctive flavours and visible, recognisable ingredients that are equally appealing to the palate." Bill Gates and the founders of Twitter are betting millions that meat-lovers will embrace new plant-based products that mimic the taste of meat. Gates is especially “impressed” by Beyond Meat's products, convinced they will pass the "tastes like chicken" test.

"It's a mash-up of proteins from peas and plants that undergo a proprietary process to combine amino acids, fats and water – so there's no starch and contains very little fat,"' says Ethan Brown, founder of Beyond Meat.
Beyond Meat is part of a growing trend that will see more plant-based meat substitutes joining the market.  Others, like Gardein Protein International Inc, have worked to perfectly mimic the texture of meat, hoping to appeal to non-vegetarians. The company focuses on products, which can be used to make quick and healthy meals, such as meatless chicken wings, beef tips and fish fillets.

Following the entry of US-based Beyond Meat and Gardein Protein, the Netherlands is also pushing for the adoption of meat alternatives. A 2013 campaign by Natuur & Milieu involved distributing 2 million meat substitutes to create awareness among the Dutch population. The campaign sparked many shoppers' first encounter with a meat substitute, and post-campaign results reported that 86% of Dutch natives stopped eating meat at least once a week and made the switch. 

The 'ready-to-wok' meat
Plenti Protein, produced by the Dutch company Ojah, is a 100% plant-based, gluten- and GMO-free meat alternative with no additives. Recognised as a new category of meat substitute for flexitarians and vegetarians, this product is a protein-rich ingredient with an unprecedented, meat-like taste.

The fourth-generation product is designed specifically for private labels, either as full meals or protein packaging, made as ready-to-use strips, chunks or cubes for salads, sandwiches, wraps or ready-to-eat meals and is easily processed with custom flavors, portion size and packaging.

"As the newly acclaimed ‘Best Meat Alternative' in Holland, Plenti Protein is the new avant-garde ingredient offering industry and culinary professionals the opportunity to claim their stake in the fast-growing meat-free market," Ms Sweerman notes.

Plenti Protein products are now available in the US market.

Vegan fast superfood
The aim of a sustainable food system drove Lisette Kreisher to explore innovative ways to integrate seaweed into various dishes. Accompanied by documentary filmmaker Mark Kulsdom, the duo unearthed the secret to drawing meat-lovers to meatless products. Their recorded escapade led to the birth of the Dutch Weed Burger, a vegan burger made of seaweed, a superfood rich in minerals, vitamins, omega 3 and protein. The patty, made from toasted soy flakes and Kombu, is topped with a dressing made of wakame, a seaweed popular in Japanese and Korean cuisine.

Scientists from the University of Wageningen have discovered that the vitamins and minerals in protein-rich seaweed can be well absorbed quickly by the human body, making the Dutch Weed Burger the ‘it' burger.

The oxymoronic meatless franchise
The Vegetarian Butcher, a butcher shop with more than 1,000 independent dealers across the Netherlands, distinguishes itself with a whole new generation of meat and fish substitutes, such as chicken, bacon, gyros, and sausage, which chefs and culinary journalists find similar to the real thing. The concept prides itself on creating revolutionary dishes with a real bite that will make people forget animal meat in a heartbeat.

A finalist at the Dutch NIMA Marketing Awards 2012 and the Dutch Accenture Innovation Awards 2012, The Vegetarian Butcher uses lupin beans, a robust plant that can be grown easily without requiring the use of artificial fertilizer and chemical pesticides or herbicides.  Having a slightly nut-like flavour, lupin is rich in dietary fibre and lean protein and is a staple for many dishes.

The two-year old concept store makes use of emerging techniques to create some of the most convincing meat replicas.

From niche to mainstream
Until recently, meat alternatives were mostly shunned by foodies because many of the products were highly processed, bland, had weird textures, or a combination of the three. However, that is changing. As the demand for meatless protein grows, it has spurred the creation of companies devoted to meat-worthy alternatives.

A European Union-funded project called LikeMeat has developed vegan “meat” using plant proteins. Like Beyond Meat, it is focusing on getting the mouth feel of the product just right. Dutch pioneers, led by Dr Mark Post, are attempting to grow the world's first artificial burger using animal stem cells to create tiny slithers of “meat” which could be squashed into a beef burger patty.  American scientist Patrick Brown plans to make a meat substitute that actually looks and tastes exactly like the real deal. He manipulates plant material in a bid to finally get rid of the "yuck factor" associated with veganism.

The expansion of formats and flavours has allowed the meatless category to grow beyond one of necessity to become one of desire.  Product manufacturers and marketers now have the opportunity to come off the veil of 'meat substitute' and stake a claim as a stand-alone food option.
 
For more information on developments in the Dutch agrofood sector or investment opportunities in the Netherlands, contact the Netherlands Foreign Investment Agency: Ms Suzanne Sweerman, Executive Director, South East Asia, at Tel: +65 6739 1135, Email: sweerman@nfia-singapore.com / Ms Adeline Tan, Senior Project Manager at Tel: +65 6739 1137, Email: tan@nfia-singapore.com or visit www.nfia-singapore.com