A new wind with food technology and startups
Plant-based foods are promoted by stakeholders including governmental departments, animal welfare organizations, industry players, and the media. Motivations for jumping on board the boom range from the development of a sustainable food product amid declining food self-sufficiency to securing a share in the market ahead of other competitors.While the technology to process plant proteins to general ingredients like gluten blocks and tofu is an established part of Japanese food manufacturing, the goal of substituting the familiar taste and texture of meat calls for research and the development of new technology. Overseas markets are further ahead in patenting their products, but domestic brands benefit from the consumer trust as a domestically funded business. The Japanese startup ecosystem is at the center of the race, drawing in investors like general trading corporations and leaders of the meat market. Food service establishments are further supporting and benefitting from the trend as they collaborate with successful plant-based food manufacturers to bring meatless burgers and soy-based nuggets to consumers.
Eating for sustainability?
Despite the attention on soy-based products worldwide in recent years, the consumption in Japan is less regarded as a lifestyle centered on plant-based alternatives but more a choice for a meal. With the main targets of substitute products remaining the small share of vegans in Japan, manufacturers are struggling to convince consumers of renouncing animal-derived products. Instead, plant-based foods are used only occasionally in home cooking, with the desire for a healthy meal being prioritized over sustainable consumption.Another struggle is the matter of transparency. Plant protein-based meat alternatives are largely covered by Japanese food regulations but being labeled as “plant-based” does not necessarily equate to a product without animal-based ingredients. While research in reproducing the taste and texture of meat, lard, and eggs has been progressing, products labeled as “plant-based” may still contain ingredients like meat extract for flavoring to keep costs low. Amid rising raw material prices particularly for soybeans, the Japanese plant-based food market is further facing pressure from keeping prices low but still sustainable for business.
