Plant-focused diets are gaining traction globally, with the Asia Pacific region showing the fastest growth.
According to the UN FAO, consumer spending on agri-foods and pulses in Asia Pacific is projected to reach nearly US$33bn by 2030, compared to US$11.1bn in Europe and US$5.5bn in North America.
However, this rising interest does not apply evenly across all categories. Murad Al-Katib, president and CEO of Canadian producer AGT Food and Ingredients, cautions that plant-based meat analogues are unlikely to see the same level of growth.
“There are big opportunities for plant-based foods in the Asia Pacific region. However, I don’t see the meat analogues growing as big [as whole plant foods] in the near term,” said Al-Katib.
“Dietary fibres are going to be the next big thing. While proteins are already on everybody’s radar, fibre and natural micronutrients are in demand.”
Economic growth in Asia Pacific, combined with rising health awareness and disposable income, is driving demand for better nutrition.
Environmental concerns, especially those related to greenhouse gas emissions from animal agriculture, are also pushing consumers toward plant-based diets.
To capitalise on these trends, Al-Katib has outlined five key ways to advance the commercialisation of plant-based food products in the region.
1) Supply chain is a key driver of the plant-based food market
Due to the low bulk density of finished plant-based foods, global shipping is often inefficient, making local manufacturing essential.
“Plant-based foods are generally not bulk-dense and are unlikely to be shipped in containers around the world,” said Al-Katib.
“Ingredients might be shipped globally, but finished products typically are not.”
This presents an opportunity to invest in localised supply chains, joint ventures, and distribution networks.
“Supply chains and logistics are absolutely critical. Building scale is essential—whether through buying scale, partnering for scale, or growing into scale. If you’re a small company, don’t assume you have to do it all alone,” he said.
2) Product innovation and differentiation
Product innovation must address the fundamentals—taste, texture, affordability, and convenience—if plant-based products are to succeed beyond niche markets.
“Let’s be honest: we can’t ignore the fundamentals—taste and texture. If a product doesn’t taste good, no one’s going to buy it,” said Al-Katib.
“Sometimes we get caught up in the halo of sustainability and forget that taste and mouthfeel matter just as much.”
New opportunities also lie in expanding into adjacent categories like ready-to-eat meals and fortified foods with added fibre, protein, and vitamins.
“A product also needs to deliver nutritional benefits and be affordable,” he added. “Scalability hinges on three things: taste and texture, nutrition, and price.”
3) Economic factors
Rising inflation and cost pressures are shaping consumer behaviour. “Everyone – from consumers to retailers to manufacturers – is feeling pressure,” said Al-Katib.
He stressed that convenience and product format will be critical to the success of plant-based brands.
A tailored go-to-market strategy is essential. Firms must understand local dietary habits, taste preferences, and cultural nuances.
Complying with regional labelling and regulatory requirements is also crucial to avoid costly recalls or legal issues and to build long-term consumer trust.
4) Need the right strategy to enter the market
Succeeding in the plant-based space requires more than a good product — it calls for a robust market entry strategy tailored to regional demands.
Companies must understand local consumer tastes, dietary habits, and cultural norms to create offerings that resonate.
“You need a well-thought-out go-to-market strategy that aligns with fundamentals like convenience, price, and local preferences,” said Al-Katib.
In addition, navigating the regulatory landscape is non-negotiable. From packaging and labelling requirements to nutritional claims, understanding local rules is critical to avoid product recalls, legal penalties, and loss of consumer trust.
Regulatory compliance also plays a major role in building credibility and driving long-term growth.
5) Tap on the demand for healthy plant-based ingredients
Health remains a major driver of plant-based consumption. Brands should focus on nutrient density and formulate products that meet rising demand for high protein, high fibre, gluten-free, non-GMO, and low-allergenicity options.
Consumers are drawn to the health benefits of plant-based eating, including lower risks of heart disease, hypertension, diabetes, and certain cancers.
According to The Good Food Institute and NielsenIQ, eight in ten plant-based consumers are maintaining or increasing their purchases of plant-based protein compared to the previous year.
Ultimately, the future of plant-based foods will depend not just on innovation, but on practical execution—localising production, forming strategic partnerships, and delivering products that meet the region’s taste, nutrition, and pricing expectations.
For brands looking to scale in Asia and beyond, success will hinge on how well they can align with these core consumer and market fundamentals.
