The Next Course: Reimagining Protein
This report features insights from qualitative interviews conducted with experts in the food service industry and brands in the plant-based meat sector, in an effort to understand opportunities and barriers to integrating smart protein in food service.
Overview
In many international markets, plant-based meats have gained momentum through food service outlets before entering home kitchens. The food service industry in India—expected to grow at a compound annual rate of 8.1% through 2028—offers an invaluable platform to introduce and popularise plant-based meat in a similar fashion. To unlock this potential, GFI India conducted a qualitative study, interacting with key stakeholders in India’s food service sector, from chefs and restaurant founders to marketers and industry leaders. This report aims to guide manufacturers of plant-based meat looking to build lasting partnerships within the food service industry, paving the way for greater consumer adoption and a more sustainable food future.
Key insights:
- Over the last few years, awareness of plant-based meat among the food service industry has improved. Most chefs are familiar with the category. On the other hand, consumer awareness for plant-based meat as a category is still low.
- Among consumers who are familiar with the category, the relevance of the category is not well established. Targeted education and strategic menu integration within the food service industry can help in enhancing consumer awareness and drive the consumer demand.
- Taste is the primary driver for consumers while dining out. While developing recipes for the food service industry, it is important to prioritise taste, texture, and flavours over health and nutrition.
- Understanding the chef’s business needs, developing products that are neutral and versatile, and co-creating with chefs can increase category trial and awareness and yield better results.
- Some of the other best practices to follow while pitching to the food service industry include pricing plant-based meat products on par with other vegetarian dishes in the restaurant, being flexible in terms of MOQs and payment terms, ensuring consistent supply, and working together with the food service industry to advertise and market the dishes to the consumers.