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If the industry wants to unlock the full potential of new protein in China, a number of critical unanswered questions must be addressed, including:
To seek insightful answers and help all industry players supercharge their growth in China, The New Protein Industry Alliance, in partnership with RTG Consulting, have conducted a deep consumer research project: “Unlocking The Full Potential of New Protein in China”. The report drills deeper into Chinese consumer mindsets towards new protein, examines how this impacts their consumption behaviour, and finally turns insight into actionable opportunities for the industry.
95%的中国消费者认为蛋白质是他们饮食的重要组成部分，超过50%的人认为它非常重要。消费者还将蛋白质与他们的健康密切相关，97%的消费者表示蛋白质对他们的健康很重要或非常重要。
这种对蛋白质的强烈依恋延伸到所有年龄组和地区，突显了蛋白质作为全国餐桌重要组成部分的长期文化和情感重要性
18-30s are slightly more aware of the importance of protein than older consumers, perhaps pointing to a generational difference in education about diet and nutrition.
Q : Is protein an important part of your diet ?
Prologue : A snapshot of the new protein landscape in China and its growth trajectory.
Protein and the Chinese diet : How and why the role of protein is changing in the Chinese diet.
A deep-dive into plant-based meat : An analysis of how consumers think about plant-based meat and areas of opportunity for the industry.
A deep-dive into plant-based dairy : An analysis of how consumers think about plant-based dairy and two case studies in finding growth.
Gearing up for success : Key research findings and expert opinions distilled into five strategic drivers to unlock the full potential of new protein in China.
