A meat-free revolution may be taking hold in China, as a new generation of consumers is increasingly alarmed by food crises such as coronvirus and African swine fever. The market for plant-based substitutes is now firmly established and growing fast at 20-25% annually. There is potential for even higher growth as prices fall.
![man standing on store](https://www.thefuturescentre.org/wp-content/uploads/2021/03/xtn4xjygw1o-1-1280x500.jpg)
So What?
Rising meat consumption has hitherto been the norm in China, as eating meat every day is associated with affluence. China now consumes 28% of meat globally and half of all pork. This has had massive knock-on effects on zoonotic diseases, public health, carbon emissions and animal welfare. In 2016 the Chinese government outlined a plan to reduce meat consumption by 50%, with a focus on alternative proteins. Could strong investment by the government turbo-boost this meat-free trend and cause a significant shift? If so, this could have global ramifications.
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