Citizens of Changsha will soon be able to buy " artificial meat " in the supermarket in front of their homes. Recently, Beyond Meat, known as the "first stock of artificial meat" in the United States, announced that it will sell their plant burger meat patties through Alibaba's Hema Fresh . It was first released in Shanghai Hema Fresh Store on July 4, and Hema stores in Beijing, Hangzhou and other places have been launched one after another since August. Hema Fresh said in an interview with a reporter from Xiaoxiang Morning News that Changsha citizens are expected to purchase the product in Hema Changsha store in September, and may provide processing in the store in the future.
market trial: Some stores sold out in three hours
reporter saw from Hema Fresh APP that the plant protein hamburger cake on the shelves this time weighs 226g and is a quick-frozen mixture with a price of 59.9 yuan. Consumers need to cook by themselves after purchasing, which can fry and make dumpling fillings, etc. The cooking method is relatively flexible.
Recently, a Shanghai netizen posted a picture online and started hot pot with artificial meat purchased by Hema Fresh.
"The appearance of artificial meat is brown-black, and it looks no different from cooked beef." Mr. Yang, a fresh-tasting man in Shanghai, said that the taste was almost real at the beginning, but after chewing it carefully, you will find that there is no real meat and the meat is looser.
"Some stores in Shanghai sold out in three hours that day." A relevant person in charge of Hema Fresh said in an interview with a reporter from the Sales Morning Post that after it was launched in Shanghai Hema Fresh on July 4, sales far exceeded expectations. The purchasers are basically young people, and online orders are mainly placed.
Hema Fresh said that in the next step, depending on sales, some "artificial meat" products may be added that meet the eating habits of Chinese people, and cooking can be provided in the store.
As early as April this year, Beyond Meat and Starbucks announced that they would launch a new artificial meat lunch menu based on plant protein in Chinese branches. In June this year, Beyond Meat also cooperated with KFC , Pizza Hut and other companies to launch products such as "Zhipei Beef Cheeseburger" and "Future Planted Steak Cooker" that are sold in limited stores and limited time.
It is worth noting that the price of artificial meat is relatively expensive. Hema sells artificial meat products cakes weighing 226g, and the price is 59.9 yuan. The lasagna, which is mainly recommended by Starbucks, costs 69 yuan, and some stores are sold out. Other artificial meat products are priced at 10-20 yuan more expensive than other ordinary meals. Compared to real beef, it is more expensive than a pound of more than 40 yuan.
"artificial meat" has attracted a lot of attention, and in the eyes of some consumers, these "artificial meat" seem to be controversial with fake and real "artificial meat". Some people believe that everyone's life preferences, religious beliefs, and public views on meat and meat products are different, so artificial meat will not become mainstream in China.
"Isn't it good to eat naturally grown meat? Artificial meat is so expensive." said Mr. Tang, a citizen of Changsha. Citizen Shen Wei expressed his willingness to try it, "If you buy it in Changsha, I may buy it and give it a try. After all, it is not harmful to the body, and you should try new things." The market of
"artificial meat" is expected to grow by about 15.0% per year
"artificial meat" is divided into two types. One is called soy protein meat, also known as "plant meat", which is mainly made of soy protein; the other is made of animal stem cells, but the technology is not yet mature and is still in the laboratory stage, and is called "test tube meat". Currently, the "artificial meat" that can be seen on the market are mostly "plant meat".
Beyond Meat's products belong to "plant meat". According to reports, making meat from plants, this innovation allows consumers to experience the taste, texture and other sensory characteristics of popular animal meat products while enjoying the nutritional value of edible plant-based meat products.
Hema has continued to introduce overseas food, becoming the first channel for a variety of new products in China. Previously, Hema President Hou Yi said that he is expected to achieve the goal of "only Hema has" of 50% of the products by the end of 2020, including Hema's own brand products, as well as various exclusive sales and first-hand new products.
reporters found that the hot "artificial meat" in the past two years has entered the Chinese market this year. First, Starbucks, Heytea, KFC, Pizza Hut, etc. have announced the launch of "artificial meat" foods; now this type of food has begun to enter the retail market and plans to enter thousands of households.
He Li, a researcher at the Institute of Nutrition and Health of the Chinese Center for Disease Control and Prevention, said that the proteins needed by the human body mainly come from high-quality animal proteins. Among plant-based proteins, soy protein is high-quality protein. Artificial meat can be used as a supplement, but not as a substitute. "In the traditional sense, animal-based proteins are high-quality proteins. I don't think artificial meat can be completely replaced, but it can be used as a supplement, or some people do not eat animal-based protein and are willing to eat vegetarian food, artificial meat may also be an option."
"Artificial meat provides a new way of choice for the health of the whole people." Xue Yan, Secretary-General of the China Plant Food Industry Alliance, believes that from the perspective of nutrition and health of the whole people, plant meat provides more healthy choices. In terms of the more growth mode of industrial development, our China's food industry is also facing growth and transformation. The production of plant meat can make more efficient and make less use of our resources. We should see the value of plant meat as an important direction for future food research and development.
The "2019 China Artificial Meat Industry Market Prospects Research Report" released by the China Business Industry Research Institute in August 2019 believes that China has a large population and consumes huge meat. The food shortage brought about by the growth of the population has stimulated the demand for meat alternatives such as artificial meat to a certain extent. In addition, the characteristics of artificial meat as "low fat" and "high protein" also cater to consumers' current consumption concept of "healthy" and "environmental protection". China's artificial meat market seems to have become a new blue ocean.
According to data from market research consulting firm MarketsandMarkets, the global plant-based "artificial meat" market size in 2019 is about US$12.1 billion, and is expected to grow at a compound growth rate of about 15.0% per year, and may reach US$27.9 billion by 2025.
Xiaoxiang Morning News reporter Chen Zhangshu Intern Tu Renying
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