Research suggests plant-based meat industry should target consumers seeking protein diversity or nutritious supplements rather than a replacement. The survey also indicates affordability would boost prospects for plant-based protein consumption in Southeast Asia.

As global demand for meat soars, a large-scale shift towards plant-based and lab-grown meat production will be necessary. Already a leading global supplier of clean energy technology, Asia is well-placed to rise to this new challenge in food sustainability.

Global greenhouse gas emissions by the livestock sector alone exceed emissions by all cars, trains, ships and planes in the world combined. Public funds should be used to further the research needed to make plant-based and cultivated meat products more affordable and accessible.

The growth of plant-based meat presents a great opportunity for crop producers in Asia, especially China. A shift away from industrial animal agriculture could also help the country combat the threat of climate change.