Taking Plant-based Products Mainstream
Webinar: Asia Pacific 23 November 2020 Introduction
PRESENTER SPEAKERS
Wander Meijer Director – Asia Pacific GlobeScan
Sonalie Figueiras David Yeung Roberto Guidetti MODERATOR Founder and Founder and CEO CEO Editor-in-Chief Green Monday Vitasoy Victoria Gilbert Green Queen International Assoc. Director – Asia Pacific GlobeScan
2 Looking at 2020 - what are we thinking about in Asia?
People are more concerned—not less—about addressing environmental challenges and are more 94% committed to changing their own behavior COVID-19
91% climate change 90% air pollution
3 The Facts: Meat & Dairy
14.5% GHG emissions = meat and dairy (FAO)
world’s greenhouse gas emissions 1/3 accounted for by food production
planet’s habitable surface used for food 1/2 production
4 Sources: https://interactive.carbonbrief.org/what-is-the-climate-impact-of-eating-meat-and-dairy/ & EcoBusiness The Facts: Plant-based
10-50 x smaller plant-based foods have lower carbon footprint than animal products
A global shift to “healthy” eating could offset around 4.5bn tonnes of CO2 a year by 2050
5 Source: https://interactive.carbonbrief.org/what-is-the-climate-impact-of-eating-meat-and-dairy/ GlobeScan Healthy and Sustainable Living Study 2020
Methodology • Representative online samples of approximately 1,000 adults per country in each of 27 countries
• Samples representative of online population, weighted to reflect general population census data
• Online surveying in June 2020
• Where historical data are shown, questions were asked using an in-person and telephone methodology before 2019. Participating countries in 2020
6 Context How people are personally affected
“Greatly” personally affected - Average of 27 Countries, 2020
40% 31% 49%
The Economic Climate change/ Coronavirus/COVID-19 Recession global warming pandemic
8 T2. How much are you personally affected by each of the following problems? What are people concerned about?
“Very Serious” Concern about Global Issues – Globally and Hong Kong
68 Coronavirus/COVID-19 63 62 Spread of human diseases 49 60 Climate change 55 60 Depletion of natural resources 32 57 Extreme poverty 33 Majorities globally 56 Air pollution 46 are very worried 55 Single-use plastic waste 44 53 about COVID-19 and Unemployment 26 52 Shortages of fresh water 19 climate change 52 Loss of biodiversity 26 48 Gap between rich and poor 45 47 State of the global economy 35 44 Online data security/privacy 31 40 Unequal treatment of women 10 Average of 27 Global Markets 38 Social/political division 58 38 Hong Kong Mental health problems 19
9 Radar T1. For each of the following possible global problems, please indicate if you see it as a very serious, somewhat serious, not very serous, or not at all serious problem. Environmental Attitudes
“Strongly Agree” and “Somewhat Agree - Average of 24 Countries,* 2019–2020
Positive Environmental Attitudes
I am trying to improve my own 84 health and well-being 80
I want to reduce the impact that I personally 73 81% have on the environment and nature by a 2020 64 large amount 2019 in Asian countries
I am doing all I personally can to 69 are trying to protect the environment 63 improve their health and wellbeing I feel guilty about my negative 53 impact on the environment 43
*Does not include Singapore, Thailand, and Vietnam as tracking data unavailable.
10 Q11. Please indicate whether you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, or strongly disagree with each of the following statements. Opinions on Environment and Consumerism
“Strongly Agree” and “Somewhat Agree - Average of 24 Countries,* 2019–2020
I believe we need to consume less to preserve 74 the environment for future generations 66 Increasing year on year trend showing I am willing to pay more for products or brands 57 that work to improve society and the people are environment 50 concerned about the 26 In order to be happy, I need 2020 environment and a lot of material possessions 22 2019 willing to pay more
*Does not include Singapore, Thailand, and Vietnam as tracking data unavailable.
Q11. Please indicate whether you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, or 11 strongly disagree with each of the following statements Lifestyle Changes Desire to make Lifestyle Changes
Desire to Change vs Changes Made to Lifestyle - Average of Asian Countries, 2020
Great desire to change lifestyle Made major changes in past year More… 3 57 Healthy 3 32 2 46 Environmentally friendly 2 27 1 41 Helpful to others 1 24
Q1. How much would you like to change your lifestyle to be more…? Q2. Have you made any changes to your lifestyle in the past year 13 to be more…? Changing Consumption Behaviours
Extremely and Very Interested - Average of 27 Countries, 2020
Choosing products that last longer 77 Choosing products with less packaging 63 Buying from socially and environmentally… 62 Avoiding disposable items 59 62% Choosing products and services certified by a third… 59 Choosing products made from recycled materials 58 want to buy from Buying food or household products… 58 more socially and Bring my own reusable containers to the store for… 57 environmentally Returning items to the store where I got them… 53 Buying fewer things in general 53 responsible Sharing products with others in my community 46 companies Buying products second-hand/used 34 Renting items such as furniture or clothing 20
14 Q9. How interested are you in doing more of each of the following in the coming year? Changing Behaviours at Home
Extremely and Very Interested - Average of 27 Countries, 2020
Saving energy in my household 80 Reducing food waste 78 Eating healthy and nutritious food 78 Preparing meals at home 77 Recycling materials 74 Saving water in my household 72 78% Eating locally grown foods 69 Repairing broken products 65 want to eat more Reselling or donating products 63 healthy and Buying furniture that is easy to maintain and repair 60 nutritious food Eating organic foods 60 Buying environmentally friendly furniture 57 Generating or buying renewable energy 57
15 Q9. How interested are you in doing more of each of the following in the coming year? Generational Differences
Strongly Agree” and “Somewhat Agree,” - by Generation, 2020
63 I am willing to pay more for products or Gen Z brands 64 63% that work to improve society and the 55 environmnet 50 Gen Z millennials 35 64% Millennial In order to be happy, I need 33 a lot of material possessions 28 Gen X would pay more to 17 Baby improve society & Boomer+ environment
Q11. Please indicate whether you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, or 16 strongly disagree with each of the following statements Questions and Answers….
MODERATOR SPEAKERS
Victoria Gilbert Assoc. Director – Asia Pacific GlobeScan
Sonalie Figueiras David Yueng Roberto Guidetti Founder and Founder and CEO CEO Editor-in-Chief Green Monday Vitasoy Green Queen International
17 Sustainable Diets Influencing our diets
The alternative protein sector is the Global Plant-Based Meat Market To Be Worth one that saw growth during the “ pandemic, both in China and the US,” US$35 Billion By 2027 Due To Rising Health - Elaine Siu, Managing Director Concerns Good Food Institute Asia Pacific
. All milk alternatives are far better for the planet than dairy - 2018 study by researchers at the University of Oxford
. Mainstream brands and start-ups alike are introducing plant-based—and soon, cultured meat— alternatives, targeting not only vegetarians and vegans, but meat-eaters.
. Across Asia Pacific, the market for meat substitutes was $15.3 billion in 2019, up from $12.9 billion in 2015.
19 What are we eating?
Yes” I Eat and “No” I Do Not Eat, Total Mentions - Average of 27 Countries, 2020 Yes No
Eggs 91 9
Dairy 88 12 91%
Poultry 84 16 eat eggs
Fish 83 17 (88% in Asia)
Beef 73 27 Pork 66 34 84% + 73% Seafood 62 38 eat poultry and beef
None of the above 1 99 (78% + 64% in Asia)
20 Q12. Which of the following do you eat? Please select all that apply. Preferences for Meat Alternatives Meat-like alternatives made from plants Real meat from animals 27-country average 41 59 Saudi Arabia 23 Turkey 26 Australia 27 Russia 29 United States 30 Canada 30 Nigeria 32 United Kingdom 32 The majority of Asian France 34 South Africa 35 Hong Kong 35 countries show higher Germany 38 Italy 39 than average Singapore 41 Kenya 42 preference for Japan 42 Spain 43 meat-like alternatives South Korea 45 Sweden 45 Indonesia 46 China 51 Argentina 51 India 54 Thailand 55 Brazil 55 Mexico 63 Vietnam 66
21 Q13. Assuming each tasted equally good, had equal nutritional value and cost the same, which one of the following do you prefer? Why eat less meat?
39 47 Health 48 48 25 20 Animal treatment 18 Most would eat less 18 15 meat for health 13 Environmental 11 11 Gen Z reasons 14 12 Financial 12 Millennial 10 Gen Z more 3 2 Gen X concerned about Other 2 2 animal welfare 6 Baby Boomer + 6 Nothing would make me eat less meat 9 11
Q13. Assuming each tasted equally good, had equal nutritional value and cost the same, which one of the following do you prefer? 22 Q14. What would be the most important reason, if any, for you to reduce the amount of meat you eat? Desire for Environmentally Friendly Lifestyles
Sought out information related to environmentally friendly 47% lifestyles
Felt ashamed about living a lifestyle that is not 30% environmentally friendly
Have been encouraged to live an environmentally friendly 40% lifestyle by family or friends
Have been inspired by an online influencer or celebrity to 31% live an environmentally friendly lifestyle
23 Q19. Over the past year, please indicate how often you have done or experienced each of the following. Questions and Answers….
MODERATOR SPEAKERS
Victoria Gilbert Assoc. Director – Asia Pacific GlobeScan
Sonalie Figueiras David Yueng Roberto Guidetti Founder and Founder and CEO CEO Editor-in-Chief Green Monday Vitasoy Green Queen International
24 THANK YOU!
GlobeScan is an insights and strategy consultancy, focused on helping our clients build long-term trusting relationships with their stakeholders. Offering a suite of specialist research and advisory services, we partner with business, NGOs and governmental organizations to meet strategic objectives across reputation, sustainability and purpose.
Established in 1987, GlobeScan has offices in Cape Town, Hong Kong, London, Paris, San Francisco, São Paulo and Toronto, and is a participant of the UN Global Compact and a Certified B Corporation. www.globescan.com
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