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China Focus: Yeyo s Tmall launch, Chinese dietary spending trends, local cultivated meat developments and more feature in our round-up By Pearly Neo China s first coconut yoghurt brand Yeyo s Tmall launch, Chinese dietary spending trends, local cultivated meat developments and more feature in this edition of China Focus.
China’s first plant-based coconut yoghurt brand Yeyo has highlighted the importance of novelty, premiumisation and brand building in capturing the holy grail of middle-class consumers in the country after successfully launching its first flagship store on Tmall.
According to Christiana Zhu, Co-Founder and CEO of the firm behind Yeyo which is Marvelous Foods, the Tmall flagship store is particularly important as it is a key opportunity for brand building, which is crucial when it comes to capturing the attention of rising middle class consumers.
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‘Follow, not lead’: China likely to be world’s largest cultivated meat consumer – but long, challenging journey ahead By Pearly Neo China looks likely to be the world’s largest consumer market of cultivated meat due its population size and government support, but a long, arduous journey lies ahead before this becomes a reality, according to an industry expert.
It is a well-known fact that China’s immense population means that it is a major meat consuming country now and will continue to be in the future, bringing along struggles to meet local meat demands - prompting the government’s openness to cultivated meat.
Technology and marketing key for alternative protein companies to survive in Asia in the long term
News Highlights: Technology and marketing key for alternative protein companies to survive in Asia in the long term
Product development has often been the primary focus alternative protein companies, especially in the plant sector, and previous discussions with experts also concluded that plant-based consumer growth in Asia is all about the product – but new insights in Jefferies’ equity research now say technology and good marketing are on the rise as more important factors for investors to consider.
“Here I am mainly concerned about the plant sector, where a large number of ‘me too’ B2C plant companies are emerging that focus on new products, but that do not differ from each other in terms of technology. even tasty or healthy – the ratings for many of these are really too high right now, ”said Brinc Senior Advisor of foodtech accelerator and author of the Jefferies r