Page 31 - FoodFocusThailand No.186 September 2021

SPECIAL FOCUS

Never Meat is the distinctive brand in Thai plant-based market in Thailand has shrunk. The market contraction is in the same direction
Plant-based food industry. The brand offers a with the overall of food product and food service industries. During this difficulty, large
variety of product selection to consumers. companies with capabilities and selling channels could have more competitive advantages.”
Mr. Yuthasart Khunthonwiwat, Managing On the other hand, the Plant-based food industry overseas still remain strong. In 2022,
Director of Abbra Co., Ltd., illustrated that its market is projected to expand, together with the restoration of purchasing power from
the Plant-based food has been wide spreading consumers around the World. In contrast, the market value of Plant-based food in Thailand
favorably around the globe since 5 years back, remains unclear. Even though the country is capable on plant cultivation, it yet depends on
as well as, gaining a good perception in the import of primary raw material such as soybeans. Therefore, food producers need to
Thailand. Currently, Never Meat brand has control costs in order to make an affordable price of product. Besides, food producers must
launched various raw materials such as develop a product variety selection. In addition, there must be a supporting program for
ground beef, steak, and crab meat. “Ground farming in order to have the materials throughout the year. The promoted crops shall be
beef” is considered a main ingredient of Thai those required in Plant-based products. If the promotional program can be done at the
famous menus such as Phad Kaprao Beef, industrial level, it will help to create job, and generate more income to local farmers. For the
Lime minced meat (Larb), and Spaghetti with big conglomerate who just joined this market, their arrival has made an impact and has
minced meat for the international dish. stimulated the market attention.
Likewise, “Steak” has given both a taste and
a texture like a real meat. This is a perfect
choice for a health-conscious consumer who
likes to remind the taste of steak sometimes.
Lastly, “Crab meat” is a Plant-based product
which is a good appetizing choice for seafood
lovers.
“Plant-based food market in Thailand has
a specific customer segment. The annual
vegetarian festival, or ‘J Festival’ is the
evidence of its market size. However,
J-vegetarians like to compare the texture of
the original and Plant-based meat. Therefore,
the mindset of J-vegetarians and other
vegetarians are quite different.”
Never Meat’s main highlight is in food
texture which is made as closely as an original
product. It makes of 100 percent plant, yet
gives consumers a look and feel of original
material. Currently, the brand is targeting on
premium market by selling in the leading
stores. Initially, the brand was planned to
expand oversea in 2021 by exporting to
Singapore, Hong Kong, and China. The plan
was going to go across to European markets
and Canada as well. However, the COVID-19
outbreak has been slow down the arrangement
due to an unfortunate difficulty. Therefore, the
brand turns around with the plan to grow in
local market first.
“There are currently almost 10 plant-
based producers in Thailand. However, the
market value is still relatively small compared
to the original material. Since Plant-based
product’s price is still costly, the supply chain
must be shortened, and the cost must be
optimized. Due to the Covid-19 outbreak, the

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