Localization of plant-based meat burgers: Beyond Meat and Haidilao jointly launch spicy flavor

Localization of plant-based meat burgers: Beyond Meat and Haidilao jointly launch spicy flavor

In recent years, plant meat products have set off a healthy and environmentally friendly diet around the world. As a leading brand in the field of plant meat, Beyond Meat has been committed to meeting the needs of different markets through innovative products. Recently, Beyond Meat joined forces with Haidilao, a well-known domestic hotpot brand, to launch a spicy and plant-based burger with great local characteristics, which has attracted widespread attention. This article will analyze the localization trend of plant meat burgers and its market performance around this hot topic and combined with the data from the entire network for nearly 10 days.

1. Overview of the plant meat market

As an environmentally friendly food that replaces traditional meat, plant meat has grown rapidly in the global market in recent years. According to data from market research institutions, the global plant meat market size has exceeded US$10 billion in 2023, and is expected to grow at an average annual rate of 15% in the next five years. As one of the world's largest meat consumption markets, the localization process of plant meat products is particularly critical.

2. Beyond Meat's joint cooperation with Haidilao

The cooperation between Beyond Meat and Haidilao is regarded as an important attempt to localize plant meat products. As a benchmark brand in China's hot pot industry, Haidilao has a huge consumer base and a mature supply chain system. The spicy-style plant-based meat burger jointly launched by both parties not only incorporates the spicy flavors loved by Chinese consumers, but also combines Haidilao's unique seasoning technology, aiming to create a plant-based meat product that is more in line with the tastes of Chinese people.

3. Consumer feedback and market performance

Since its launch on October 15, spicy plant-based meat burgers have sparked heated discussions on social media. The number of related topics on platforms such as Weibo and Xiaohongshu has been read more than 5 million times. Consumers generally say that the spicy flavor of this product is very authentic and has a similar taste to traditional meat, but the slightly higher price is still the main factor hindering its popularity.

4. Challenges and opportunities for localization of plant meat

Although plant meat products have great potential in the Chinese market, their localization still faces many challenges. First of all, Chinese consumers have a low awareness of plant meat and need more market education. Secondly, the price of plant meat is generally higher than that of traditional meat, and it is difficult to attract price-sensitive consumers in the short term. However, with the popularization of healthy eating concepts and the improvement of environmental awareness, the development prospects of plant meat in the Chinese market are still broad.

5. Future Outlook

The cooperation between Beyond Meat and Haidilao provides new ideas for the localization of plant meat products. In the future, more brands may launch plant-based meat products that meet the tastes of Chinese consumers through similar cross-border cooperation. At the same time, with the advancement of technology and the expansion of scale, the price of plant meat is expected to further reduce, thereby accelerating its market popularity.

Overall, localization of plant-based meat burgers is a challenging but also promising path. Beyond Meat and Haidilao’s spicy plant-based meat burgers are not only an innovative attempt, but also provide valuable experience for the future development of the industry.