A category under construction: ways to unlock the Brazilian plant-based meat market
Despite technological advances and the growing presence of products on shelves since 2019, the plant-based meat category still faces barriers to establishing itself on consumers' plates. The new study "A Category Under Construction," conducted by the Good Food Institute Brazil (GFI Brazil) in partnership with the consultancy Consumoteca, reveals that the challenge is not just technical or price-related, but cultural and strategic: plant-based meat needs to stop being perceived as a restrictive substitute and become a positive and relevant addition to the daily diet of Brazilians. The research was based on a three-pronged methodology comprising desk research, in-depth interviews with consumers of different profiles, and conversations with experts from categories that have successfully established themselves in the market. The objective was to understand how Brazilians relate to food, which symbols support the centrality of meat on the plate, and how the category of plant-based meats can gain relevance without imposing sacrifices. Main research findings The diagnosis is clear: in Brazil, eating is an act loaded with meaning. More than nutrients, we seek flavor, pleasure, family unity and substance. Meat, in this context, occupies a prominent place — it is a source of satiety, a status symbol and an element of social belonging. For many, removing meat from their plate means giving up identity, pleasure, and satiety. This symbolic dimension explains why vegetarianism and veganism face resistance and are still perceived as restrictive lifestyles. And, by association, plant-based meats end up being seen as “niche” products, exclusive to those who, for various reasons, reject animal meat, and not because they consider plant-based options better. The study shows, however, that there is a growing audience that already recognizes the value of plant-based alternatives. They are consumers who seek health, lightness and balance in their diet. For them, plant-based meat is a functional ally: it preserves the flavor experience, but with less fat and without the “guilt” associated with excess red meat. Still, repurchasing depends on three key factors: surprising flavor, uncomplicated preparation, and competitive price. Uncovering successful categories “When we analyze the history of other categories that have managed to overcome cultural resistance, we find common elements: clarity of benefits, definition of consumption occasions, strong market exposure, consistent symbolic narratives, and easy access. Non-alcoholic beers, for example, have thrived by resolving the tension between socializing and moderation, communicating pleasure without the hangover. Protein drinks have grown by combining convenience with the pursuit of health and performance. Condensed milk has gained relevance by becoming part of the emotional repertoire of Brazilian desserts,” explains the author of the Study, Camila Lupetti, Market Intelligence specialist at GFI Brazil. Strategic directions for the category Inspired by these cases, GFI Brazil proposes seven strategic directions for plant-based meats. These include positioning products as a response to real tensions—such as the search for guilt-free pleasure—; communicating benefits emotionally, not just technically; expanding the portfolio beyond burgers and nuggets; defining the occasion and consumption format; expanding marketing and distribution; conveying status; and choosing influencers who convey modernity and health rather than ideological radicalism. The authors argue that the food category should be recognized for the benefits it offers, not for representing a restriction or sacrifice in relation to what one wishes to eat. The report's final recommendations reinforce the need for public policies and strategic investments to accelerate this process. Incentives for domestic production of plant-based proteins, support for scientific innovation, and climate financing are highlighted as ways for Brazil to consolidate its global leadership position in the sector. For Gustavo Guadagnini, CEO of GFI Brazil, the opportunity is unique: “We have biodiversity, productive capacity, and geopolitical relevance. Strengthening the alternative protein chain is more than an environmental issue: it's a driver of industrial competitiveness, job creation, and food security." The study's central message is that the future of plant-based meats in Brazil depends not only on technology or price, but on cultural relevance and a direct connection with consumer desires. The challenge is to win over this consumer through flavor, convenience, and pleasure — delivering real gains instead of asking for (or highlighting) sacrifices. Only then will the category be able to stop being a promise and consolidate itself as a structuring part of Brazilian food and the food industry in the country. Read the full study.
Lamp Project illuminates the future of the plant-based market in Brazil
A global leader in food production, Brazil has the potential to also become a reference in alternative proteins. The conditions are extremely favorable: we have ample biodiversity and agricultural expertise, industrial capacity and a growing research ecosystem. The Lamp Project, led by The Good Food Institute Brazil, was born from the search to encourage this industry. LAMPADA – abbreviation for Survey and analysis of improvements in alternative proteins and development of actions – offers a detailed analysis of the main areas of attention faced by the Brazilian market in the development of plant-based foods. Robust methodology: Lâmpada combined qualitative and quantitative research. This involved interviews with experts, analysis of secondary data and consultations with the productive, academic and regulatory sectors. Check out some of the insights: Given the fact that the inputs used in the sector are still imported, the study suggests alternatives such as encouraging the national production of strategic ingredients and strengthening cooperatives and supporting local producers. Another important front is technological advancement. This implies the creation of innovation hubs, with shared laboratories and facilitated access to cutting-edge technologies, especially for small and medium-sized companies. These actions culminate, among other aspects, in strengthening retail through the naming, pricing, positioning and activation of plant-based products in an appropriate manner. — Our suggestion, in this case, is that industries prioritize simpler and more economically viable formats, aligned with the consumer profile and retail demands, in order to reduce the impact of packaging on the final cost of the product (Bruno Filgueira, analyst at GFI Brazil and responsible for the study). Join the Lamp! Through multisectoral coordination, long-term vision and coordinated decisions, it is possible to elevate Brazil to the status of a powerhouse in alternative proteins! In view of this, the GFI invites all sectors of society, especially companies and entrepreneurs, to use this study as a strategic guide to transform challenges into concrete opportunities. Access the Lamp Project and connect with our team to understand how the study can benefit your business or your research.
HISTORY: Cultivated meat comes to Hong Kong
Until recently, cultivated meat was only commercialized in two markets: Singapore and the United States. Now a third market has entered the scene: Hong Kong. Australian foodtech startup Vow, following the success of its launch in Singapore, has debuted its product made from Japanese quail, becoming the first company to sell cultivated meat in Asia’s largest financial hub. A gourmet touch with innovationVow's farmed quail is part of the company's premium brand, Forged, which is dedicated to innovative and refined foods. The first product launched was Forged Parfait, a combination of Japanese quail with garlic, onion, brandy and butter, resulting in a light and creamy pâté. Following regulatory approval in Singapore in March 2024, the dish arrived in Hong Kong and is now available at The Aubrey restaurant, a high-end izakaya located in the Mandarin Oriental. Additionally, another Vow product will make its Hong Kong debut: Forged Gras, inspired by foie gras. According to the company, this dish offers “a rich and satisfying experience”, consolidating the sophisticated appeal of its product line. Initial approval by the Singapore Food Agency was crucial to Vow’s entry into Hong Kong, CEO George Peppou highlighted. He explained that validation in Singapore served as a “strategic starting point” to meet the stringent standards of Hong Kong’s Food and Environmental Hygiene Department. As the first company to commercialize cultivated meat in multiple Asian markets, Vow’s rapid expansion underscores the benefits of regulatory alignment across countries — a goal GFI APAC has worked to promote. Harmonized regulations help reduce trade barriers, simplify entry into new markets and reduce costs, allowing startups to have faster approval times. What about the rest of China? While the Hong Kong launch is a milestone, access to the Chinese mainland market is still subject to regulatory approval in Beijing. Currently, there is no specific process for approving cultivated meat in mainland China. However, the China National Center for Food Safety Risk Assessment indicated that it is keeping pace with international developments and developing a robust regulatory framework for the safety assessment of these products. Meanwhile, the development of cultivated meat continues apace in the rest of the country. In April 2024, Beijing announced the creation of China's first scientific innovation center dedicated to cultivated meat and other alternative protein technologies, backed by an investment of 80 million yuan (about $11 million). Strategic Advances on the ContinentDuring the World Agrifood Innovation Conference, Qiang Fu, deputy head of Pinggu District in Beijing, reaffirmed his region's commitment to accelerating the development of alternative proteins. The event also marked the launch of the Beijing Alternative Protein Food Industry Alliance and featured a keynote address by Bruce Friedrich, founder of GFI. In August, GFI APAC co-hosted the first China-Singapore scientific symposium, bringing together academics, industry representatives and government officials. During the event, advances were shared in techniques such as the creation of hybrid products that combine cultured cells with plant proteins and the development of innovative bioreactors that reduce production costs through computer simulations. Also in August, Nanjing-based startup Joes Future Food pitched cultured pork to local authorities after receiving public funding to develop industrial-scale manufacturing methods. Similar support is being made available in several provinces through government initiatives. Most recently, Samuel Goh, GFI APAC Policy Manager, participated in the China International Food Safety and Quality Conference in Shanghai, where he highlighted Singapore’s innovative regulatory framework and explored opportunities to strengthen pan-Asia collaboration. Samuel Goh of GFI APAC highlighted Singapore’s regulatory leadership in Shanghai while advocating for greater regional collaboration. Looking to BeijingExperts from GFI APAC highlighted in a recent column in Nature that cultivated meat could follow a similar growth trajectory to solar power and electric vehicle batteries. However, this will depend on significant government investment to accelerate research and development, as well as increase manufacturing capacity. China already leads the world in public funding for agricultural research, investing twice as much as the United States and publishing the largest number of academic papers on the subject. Between 2003 and 2013, government investments helped increase grain, milk, meat and aquaculture production by between 20% and 50%. A similar effort in the cultivated meat sector could catalyze a revolution in the global food industry. The Future of Cultivated Meat in AsiaThe launch of cultivated meat in Hong Kong is a historic milestone, offering government leaders, business leaders and media representatives a tangible taste of the “food of the future.” The big question is whether this step will be the turning point to attract new investment in a growing sector. If China’s track record with emerging technologies is any indication, once cultivated meat gains traction in Asia’s largest market, transformative changes could happen, gaining momentum exponentially.
UK invests £15m to accelerate commercialisation of alternative proteins; European retailers drive affordability through price parity
The UK has taken another step towards food innovation and sustainability with the announcement of a £15 million investment to accelerate the commercialisation of alternative proteins. This financial contribution, earmarked for the new National Alternative Protein Innovation Centre (NAPIC), reflects the UK government’s commitment to transforming the food system by promoting more sustainable and innovative practices. NAPIC will be led by a consortium of prestigious institutions including the University of Leeds, University of Sheffield, James Hutton Institute and Imperial College London. In addition to the initial government funding, the centre will receive an additional £23 million from public and private partners, bringing the total investment to £38 million. With this funding, NAPIC will have the mission of driving the development of new products and ingredients based on alternative proteins, from the innovation phase to commercialization. The center will also focus on studying consumer acceptance of these foods, analyzing how these new options can be effectively incorporated into the population's diet. In addition, NAPIC will explore techniques for developing more sustainable animal feed and aquaculture. This progress is the result of consistent work that The Good Food Institute Europe has carried out over the past two years in collaboration with the national agency for research and innovation, UK Research and Innovation (UKRI). UKRI has included alternative proteins in its strategic plans as a priority area, recognising the potential of this sector to contribute to sustainability and food security. The new funding brings the UK government’s total investment in alternative proteins to more than £91 million (approximately $119 million), demonstrating the country’s continued commitment to food innovation and green job creation. Last year, the UK also announced, among other investments, a £13 million investment in a research centre to produce cultivated meat: the Cellular Agriculture Manufacturing Hub (CARMA), led by the University of Bath, is investigating how to produce cultivated meat at scale. Additionally, researchers will also study the development of foods (such as sustainable palm oil) through precision fermentation. Europe at the forefront of food transformation The impact of these actions is not limited to the UK. Across Europe, there is a growing movement to make alternative proteins more accessible and competitive, driving a structural transformation in the food sector and consumer habits. Supermarket chains such as Lidl and Aldi have reduced the prices of plant-based products, matching or even lowering the prices compared to their animal-based equivalents in countries such as the Netherlands, Germany, Denmark, and Austria. In April this year, Lidl Germany's purchasing director Jan Bock announced that price parity had led to a 30% increase in plant-based meat sales over the past six months. These initiatives follow a study by ProVeg which showed that when price is no longer a barrier, consumers are more inclined to choose sustainable options. Additionally, major fast food brands such as Burger King and McDonald's are adjusting their prices and expanding their plant-based menus to broaden access to European consumers. Burger King in Germany, for example, launched a campaign called “Plant-Based for Everyone,” reducing the prices of items like the meatless Whopper to make them cheaper than meat-based ones. McDonald's, in turn, expanded the McPlant, a plant-based burger developed in partnership with Beyond Meat, to more European countries, with an adjustment in prices to make them more competitive. Companies like IKEA and Tesco are also investing in price parity: IKEA, famous for its plant-based meatballs, is offering its plant-based products in European markets at prices equal to or lower than meat versions. Sales of the brand's plant-based hot dog, for example, nearly doubled in 2022 compared to 2019, mainly due to a significant price reduction in the German market. Lidl has also started displaying plant-based products alongside those of animal origin on the shelves: the strategy has already been adopted in some regions and seeks to reduce barriers to the consumption of alternative proteins, making them more visible to consumers. By eliminating the need for separate sessions, the network aims to encourage experimentation and acceptance of these products, integrating them into the mainstream market and showing that plant-based alternatives are a viable and accessible option for everyone. Lidl Netherlands said sales of plant-based products have increased by seven percent since they were moved to the meat section. Additionally, the chain also stated that by 2025, 50% of the meals offered in its restaurants will be plant-based. Tesco, one of the largest supermarket chains in the UK, has announced an ambitious target of increasing sales of plant-based products by 300% by 2025. This strategy is part of a broader sustainability commitment in partnership with the World Wide Fund for Nature (WWF), with the aim of halving the environmental impact of food production. The chain has been promoting its plant-based food brands at competitive prices and investing in advertising campaigns to raise awareness about the benefits of plant-based diets.
A study by UNIFESP indicates that 80% of plant-based meats available on the Brazilian market have good nutritional quality
The study published in Current Research in Food Science, a high-impact journal in the area of food science and technology, analyzed the nutritional quality of plant-based products similar to meat and compared them with their animal-based counterparts. According to the research, 80% of the products available on the Brazilian market have good nutritional quality according to the Nutri-Score indicator. Led by Prof.'s team. Dr. Veridiana de Rosso from the Federal University of São Paulo (UNIFESP) and funded by The Good Food Institute Brazil (GFI Brazil), the research evaluated the nutritional information declared on the labels of 349 plant-based foods similar to meat and 351 meat products, such as hamburgers, meatballs, breaded foods, sausages, kibbeh, kaftas, sausages, mortadella, bacon, among others, in the period from July 2022 to June 2023. To analyze the nutritional quality of these products, in addition to the labeling information, different indicators were used, including the Nutri-Score (used in European countries, such as Belgium, France, Spain, the Netherlands, Switzerland and Germany), the NOVA classification and the Nutritional Profile established by RDC 429/2020 of ANVISA (called Lupa). NOVA classifies foods by the degree of processing and quantity of ingredients; Nutri-Score assesses the presence of desirable nutrients (such as proteins and fibers) and less desirable nutrients (such as saturated fat, sugar, salt and high energy value) and the front-of-pack nutritional labeling established by ANVISA's RDC 429/2020 identifies products with high levels of three nutrients: added sugars, saturated fats and sodium. Main Results: The results of the study demonstrated that the nutritional quality of plant-based foods similar to meat was better represented by indicators such as Nutri-Score and Nutritional Profile established by ANVISA's RDC 429/2020 than by NOVA, since the first two are the profiles that act most efficiently to define whether a food has good nutritional quality. According to Dr. Graziele Bovi Karatay, specialist at GFI Brazil, the fact that both animal and plant-based products are classified as ultra-processed, but have different results in other nutritional quality indicators, demonstrates that the concept of ultra-processed does not adequately represent the nutritional quality attributes of plant-based foods similar to meat. “Even though they are classified as ultra-processed, depending on the degree of processing and quantity of ingredients, plant-based foods similar to meat differ nutritionally from other ultra-processed foods, whether plant-based or animal-based. Therefore, it is not appropriate to classify and evaluate the nutritional quality of plant-based foods similar to meat in the same way that other ultra-processed products are classified and evaluated,” explains the GFI specialist. The study also evaluated two other quality indicators: (1) the nutritional profile model of the Pan American Health Organization (PAHO), which defines when products are rich in sugars, fats, saturated fats, trans fats and sodium and is based on the nutrient intake targets for the population and (2) a classification developed specifically for the study considering the classification by Nutri-Score and NOVA. The study also provided information on the nutrients present in the foods analyzed, regarding: Saturated fat, fatty acids and sodium: Proteins: According to Dr. Veridiana, this variation reinforces how timely it would be to define specific regulations for plant-based foods similar to meat in Brazil, especially in relation to nutritional quality and identity profile. The meat products market is well regulated, and the identity and quality profile has recently been revised, particularly with regard to the minimum protein levels required for beef burgers (15%), kibbeh (11%), meatballs (12%) and ham (16%). The definition of this regulation for plant-based analog foods is part of Anvisa's 2024-25 Regulatory Agenda, and the industry is awaiting this definition in order to benchmark its products. According to the researcher, a recent update to Brazilian legislation included the requirement for a specific profile of essential amino acids for the use of protein nutritional claims (histidine: 15 mg/g of protein; isoleucine: 30 mg/g; leucine: 59 mg/g; lysine: 45 mg/g; methionine + cysteine: 22 mg/g; phenylalanine + tyrosine: 38 mg/g; tryptophan: 6 mg/g; valine: 39 mg/g). In general, legumes such as soybeans, peas, chickpeas, beans and cereals such as wheat and quinoa, which are typically used as protein sources in meat analogues in Brazil, present different digestible indispensable amino acid scores (DIAASs). Potato and soy proteins are classified as high-quality proteins with average DIASS values equivalent to 100 and 91, respectively. Furthermore, an interesting strategy for the development of plant-based meat foods is that soy and potato proteins can complement a wide range of plant proteins to compensate for indispensable amino acid limitations. The combination of rice:bean protein (2:1), for example, has the potential to achieve optimal nutritional efficiency when combined with vegetable proteins alone or when supplemented with methionine and cysteine + lysine. Fibers: Conclusions: According to Dr. Veridiana, the study allows us to recommend that consumers choose the indicator represented by the Brazilian front-of-pack nutritional label (magnifying glass) to choose plant-based foods similar to meat. “This recommendation is justified especially due to the excellent agreement between this indicator and Nutri-Score, as they were able to effectively differentiate products with low nutritional quality. NOVA, or the term ultra-processed foods, did not perform in the same way, and is therefore not an adequate indicator to represent the nutritional quality attributes of plant-based foods similar to meat.”, he concludes. Dr. Veridiana reinforces that, although the Nutritional Quality indicators used in this study are important for evaluating the nutritional quality of plant-based meat products, they do not cover all the important nutritional aspects when it comes to replacing meat products, which should involve a multifaceted approach, including macronutrient analysis, sensory evaluation and digestibility studies. Furthermore, the presence of positive nutrients, such as B vitamins, iron, zinc and soluble and insoluble fibers, and good protein quality should be considered as differentials of nutritionally adequate plant-based meat products. Thus, this study provides valuable insights.
With a premium line of cultivated foods, French company Gourmey seeks approval in five global markets
● In a world first, Gourmey, a Paris-based company specializing in premium cultivated foods, is seeking approval to enter five initial global markets: Singapore, the United States, the United Kingdom, Switzerland and the European Union. ● The news marks Gourmey as the first company to apply for market approval for food grown in the European Union. ● The company is dedicated to providing innovative culinary experiences: its flagship product, made from cultured duck cells, offers a new option for foie gras aficionados, chefs and restaurants around the world. Gourmey, a pioneer in French-grown foods, has submitted applications for marketing authorization to the US Food and Drug Administration (FDA), the Singapore Food Agency (SFA), the UK Food Standards Agency (FSA), the Swiss Federal Food Safety and Veterinary Office (FSVO), the European Commission (EC) and the European Food Safety Authority (EFSA). These orders are intended to enable the sale of the brand’s flagship product, farmed foie gras, to food enthusiasts, chefs and restaurants globally. Consumer safety at the heart of the authorization application Regulators around the world have established robust regulatory frameworks to assess the safety of novel foods, such as cultivated ones. The US, Singapore and Israel have already authorized the sale of such products, but this is the first time a company has sought pre-market approval for food grown in the European Union. To this end, Gourmey has prepared a novel food dossier in accordance with EFSA guidance, which is considered the gold standard in novel food safety and risk assessment. “We look forward to continuing to work closely with regulatory authorities to ensure full compliance with safety requirements during these procedures and are confident that our products will meet these highly demanding standards so that everyone can enjoy new experiences around the world,” said Gourmey CEO Nicolas Morin-Forest. Premium segment drives global food trends “The premium segment has always been at the forefront of food trends, where the most exciting innovations occur. We are witnessing very exciting commercial traction for our first product in many regions where chefs want to continue serving high-quality foie gras. Starting with haute cuisine acts as a catalyst for our future launches: chefs serve as the best ambassadors to introduce new product categories to consumers and help drive sustainability,” adds the CEO. Gourmey relies on a global network of partners to facilitate the company's entry into the market, including fine food distributors, chef ambassadors, and supply chain and research partners. This innovation comes at a critical time when consumers are increasingly seeking new ways to enjoy delicious culinary experiences while contributing to sustainability. With Gourmey’s global ambitions and meat consumption in Asia projected to increase by 80% by 2050, the company is actively engaged in these regions, particularly in markets such as Singapore, Japan and South Korea, where there is significant momentum around cultured foods. Products with a positive impact A study commissioned by Gourmey, anticipating scaled production, shows that the company's innovative technology significantly reduces the environmental footprint (mainly greenhouse gas emissions and land use) compared to conventional production in the same product category. The study is conducted under the scientific leadership of Professor Hanna Tuomisto of the University of Helsinki, Finland, and the Natural Resources Institute of Finland, a leading European academic in the field of life cycle assessments of novel foods, including cultivated ones. “Diversifying protein production is crucial for food security and contributing to sustainability goals such as decarbonization and biodiversity. Integrating cultivated food production into the existing agri-food value chain provides a complementary protein source that contributes to more resilient food systems. This important milestone for our ecosystem was achieved thanks to very dedicated teamwork. Now, a new chapter for Gourmey begins – that of bringing French food innovation to the global stage,” concludes the CEO. About Gourmey Founded in 2019, Gourmey creates sustainable gourmet products directly from real animal cells, combining food innovation with culinary arts. The company is dedicated to providing innovative culinary experiences and its flagship product, cultured foie gras, offers a new option for food lovers, chefs and restaurants globally. The company now has an international team of 60 people at its food innovation center in Paris, France. Since its inception, Gourmey has secured over €65 million in public and private investment and is currently preparing for market entry, pending regulatory approvals. About cultured foods Cultured foods and proteins are based on cell culture technologies that have been used in food products for decades, for example for the cultivation of yeast for baking or for the production of rennet in cheese. By starting with a small sample of animal cells and nurturing them in a nutrient-rich growth medium, the cells grow into muscle, fat, or other tissues. The growth medium contains the same ingredients (such as sugars, proteins, vitamins and minerals) needed in animal nutrition. In the Gourmey cultivation process, no components derived from animals, such as fetal bovine serum, are used, ensuring that the final product is free of these elements. Furthermore, antibiotics are not used during production and are not present in the final product.
Naturaltech 2024: check out some of the main launches at the fair!
GFI Brazil was present at the 18th edition of BIO BRAZIL FAIR/Naturaltech, the largest business fair in the Natural Products market in Latin America, which took place from June 12 to 15, in São Paulo. The event was the stage for the launch of numerous products from the sector's leading brands, which brought more innovation, healthiness and flavor to their portfolios. Check out some of those that will soon be on the market: Nude pre-launched oat Cereal Balls in chocolate and vanilla flavors. With 9g of protein and 5g of fiber, the product is upcycled, as it is made with oat residue from the filtering process of the brand's vegetable milks. The product will be available soon. Inédito Foods, Lowçucar's new brand, has introduced a line of powdered plant-based meats to be prepared at home by mixing water and oil. The portfolio includes ground beef, kibbeh, meatballs, hamburgers and plant-based escondidinho. Check out the products here. Plant Pro Foods innovated by bringing a line of ready-to-eat canned plant-based meats. With 15g of protein and 2,4g of creatine, the products come in the flavors teriyaki chicken, pulled pork barbecue, tuna with sweet potato and meat in onion sauce. See more about the products here. AA Tal da Castanha added a cashew nut condensate to the “Cremeria” line. In addition, the brand also brought to the fair Choconuts Zero, a chocolate drink with just 7 ingredients and no added sugar, and the famous cashew nut pastes in original and cocoa flavors. Check out more here. Vateli has launched 3 new versions of “Planteiga”, a vegetable butter that was elected the best product of the year by Naturaltech 2023. Made from pupunha palm heart and cashew nuts, the line now has the flavors mustard and honey, beetroot with camu-camu and lemon with fine herbs. Learn more here. Naveia presented a line of protein drinks: with the slogan “change the world through the power of movement”, the shakes have 16g of protein and come in banana with peanut, jabuticaba, fruit smoothie and chocolate flavors. Another new product from the brand is the new “extra” vegetable milk, similar to the barista version, dense and creamy, but without the frothing function. Products will be available soon. Beba Possible took advantage of the fair to present its new brand positioning and the new flavor of its cashew-based plant-based milk. Now, the line has a strawberry flavor, in addition to the original and cocoa. See more here. Queijos da Terra has launched a line of creamy vegetable cheeses. Made with cashew nuts, the potted cheeses come in the flavors sun-dried tomato and oregano, guava paste, smoked cashew nuts, truffled macadamia and black olives. Check out the products here. Sora Alimentos has added several items to the brand's portfolio, which already has more than 20 plant-based protein options. These include tuna and vegetable bolognese, which do not need refrigeration, new formulas for grated cheese, salted butter, mayonnaise and “crispy protein” snacks, with 6g of protein per packet. See more about the releases here. Yorgus has presented its “Aveya” vegetable milks: with a velvety, creamy texture and a source of fiber and calcium, the products are available in the original and light versions. Buy here.
Join the GFI Brazil Alternative Protein Innovation Networking and Training Track Meetups
We are excited to announce the first events of the Training and Networking Track for Innovation in Alternative Proteins, promoted by GFI Brazil! This series of strategic events is dedicated to driving innovation and entrepreneurship in the alternative proteins sector, strengthening connections between innovation environments, researchers, entrepreneurs, startups and industries. Our program includes webinars and face-to-face meetings that offer unique opportunities to exchange knowledge and experiences. By participating in the Trail, you connect with the main innovation agents of local ecosystems, helping to build a more sustainable and innovative future. Check out the details of our upcoming meetups and sign up to guarantee your participation! 1st Meetup – Belo Horizonte – 20/06 The first event of our Trail will be held in Belo Horizonte, in partnership with the Alt Protein Project UFMG, CTIT/UFMG, Inova UFMG and Biominas. The meeting will also feature special participation from startups Moondo and Vida Veg. Program: GFI Brazil Opening: Guilherme Vilela (GFI Brazil) – 15 min The University and the Paths of Innovation: Frank Gomes, Coordinator of the Strategic Alliances Sector (CTIT/UFMG) – 20 min Alt Prot. Project – Our Work and Interaction with Industry: Jorge Guadalupe (APP UFMG) – 20 min Round Table: Innovation Support Programs: Marilia Faria (InovaUFMG) and Gabriela Metzker (Biominas) – 40 min Round Table: The Challenges of Startups and Interaction with the University: Lorena Viana (CEO MOONDO) and Arlindo (CEO Vida Veg) – 40 min Networking Space – 1 hour Event Details: Date: June 20, 2024 Time: 13:30 pm – 17:00 pm Location: BHTech Auditorium, Rua Professor José Vieira de Mendonça, 770 – Engenho Nogueira, Belo Horizonte – MG, 31310-260 SIGN UP! 2nd Meetup – Campinas – 25/06 Our second meetup will be held in Campinas, in partnership with Grupo APP Unicamp and Inova Unicamp. The event will also bring together experts from Proverde, FutureCow and Typical. Program: GFI Brazil Opening: Guilherme Vilela (GFI Brazil) – 10 min The University and the Paths of Innovation: Vital Yasumaru (Inova Unicamp) – 15 min Alt Prot. Project and Interaction with Industry: Letícia Silva (APP UNICAMP) – 15 min Round Table: The Challenges of Startups and Interaction with the University: Paula Speranza (Researcher and Founder of Proverde), Rosana Goldbeck (Professor at FEA-Unicamp and Co-Founder of Future Cow) and Paulo Ibri (Founder and CEO of Typical) – 40 min Networking Space – 1 hour Event Details: Date: June 25, 2024 Time: 13:00 pm – 15:30 pm Location: Lib Building of Inova Unicamp, Rua Daniel Hogan, 434 – Cidade Universitária, Campinas – SP, 13083-836 Location map: Click here REGISTER! Don't miss these opportunities to strengthen connections between innovation agents in local ecosystems. We look forward to your presence and collaboration as we work together to drive innovation in the alternative protein sector!
New research by GFI Brazil highlights the main behaviors and profiles of consumers of plant-based alternatives in Brazil
Conducted with more than 2.000 individuals from the ABC class from all regions of the country, the survey revealed that 1 in 4 Brazilians consumes plant-based meats at least once a month and almost half of the respondents consume plant-based alternatives to milk and dairy products. The research “360° Look at the Brazilian Consumer and the Plant-based Market 2023/2024” seeks to deepen knowledge about the consumption of plant-based products similar to meat products of animal origin in Brazil, understand the nuances of eating behavior that influence the population to adopt or reject this type of product and obtain an overview of how the consumption of innovative foods has been treated in digital environments. The research was only possible thanks to the support of our partners: AAK, Incrível!, MrVeggy, NotCo, N.OVO and PlantPlus Foods. Unlike previous years, in which we developed exclusively quantitative research, this time the study consisted of three stages: social listening with social network analysis; qualitative research with focus groups; and quantitative research with a statistically representative sample. Here, we highlight some of the main results of the research: – 26% of Brazilians consume plant-based meats at least once a month. When it comes to plant-based alternatives to milk and dairy products, that number jumps to 48%. – 66% define themselves as omnivores, while 34% establish some restriction on products of animal origin. Of these, 21% are reducing, but not eliminating, their meat consumption (flexitarians), 8% are pescetarians (a plant-based diet that includes fish) and 5% declare themselves to be vegans (a 100% plant-based diet) or vegetarians (a plant-based diet that includes eggs and milk). – 36% of Brazilians have reduced their consumption of red meat in the last 12 months. Health (38%) and high cost (35%) were cited as the main motivations. – The role of women in food decisions is predominant: 81% of women say they are responsible for choosing the menu, 82% for cooking and 81% for shopping. Among men, these numbers are significantly lower: 56%, 50% and 69%, respectively. – 52% consider the idea of plant-based meat analogues to be good or very good, but only 18% have tried these products. Opportunities and Challenges Camila Lupetti, Data Specialist at GFI Brazil and one of the authors of the research, highlights that the consumption of plant-based meats is still niche, but has great potential for growth. “There is still a lot to be done in terms of research and development to deliver products that offer competitive taste, price and convenience, and we understand that the time to invest is now,” says Lupetti. She also highlights the importance of improving the availability and communication of plant-based products. “It is crucial to strengthen communication with the most adherent profile, providing clear information and clarifying controversies, so that these consumers can become ambassadors of the category in their social circles,” comments the specialist. DOWNLOAD THE SURVEY! Launch Webinar To discuss these and other insights, GFI Brazil invites everyone to participate in the research launch webinar. The event will take place on May 29th, at 05 am, on the GFI Brasil YouTube channel. Data expert Camila Lupetti will present key findings and analysis, offering a unique opportunity to understand trends in the plant-based market. Don't miss this chance to delve deeper into the transformations in the sector! Watch the broadcast: https://www.youtube.com/watch?v=R3ONnbCO8aM
Opinion: Why we shouldn’t turn to insects as an alternative protein source
Insects are animals and, in addition to carrying the same ethical challenges as raising other living beings for consumption, they also present production inefficiencies, risk of infectious diseases and environmental risks. By Gustavo Guadagnini, president of The Good Food Institute Brazil Recently, the Globo Repórter program on TV Globo aired a very interesting report on food technologies that are already known and others that are in full development, with the potential to create a more sustainable food system. In addition to initiatives related to waste reduction, unconventional edible plants (PANCs), and alternative proteins obtained through fermentation, cell culture, and plant-based methods, one of the panels also addressed the use of insects for human consumption. As president of The Good Food Institute Brazil, an organization that supports the development of alternative proteins, I want to clarify why our organization does not endorse the development of the food chain from insects and how it compares to technologies in our sector. Insects: animals, not alternatives. The inclusion of insects as a protein option is not aligned with our mission to seek alternatives to animal products, due to ethical challenges similar to those faced in raising animals for slaughter, such as animal welfare and the morality of using living beings for consumption. Consumer acceptance Our sector works to deliver foods that are already part of people's culture and eating habits, produced using more socio-environmentally appropriate technologies. The foods we work with are highly accepted by consumers, who are increasingly interested in trying them and incorporating them into their diets. Acceptance of insect consumption is notoriously low. Although they are consumed in some regions of Asia, Africa and South America, in Europe, for example, only 10% of the population would be willing to try insects, according to a survey by the European Consumer Organization. This is because a large part of the population does not associate insects with food, but with something grotesque or something that can be harmful to health. Furthermore, research from Imperial College London in the United Kingdom indicates that the development of this industry aims to serve, mainly, the market in developing countries. The claim is that in richer countries, such as Europe, there is rarely a lack of nutrients in the diet. The global impact of any food source depends directly on its acceptance by the consumer: if people do not accept insects as food, their impact on the world will always be limited.1 Meat replacement Whenever we see presentations about the socio-environmental benefits of consuming alternative proteins and insects, there is a comparison with meat. Both can, indeed, be the result of more efficient production than animal meat, but this comparison is only true if one is replacing the other. If consumers switch from eating animal meat to eating plant-based meat, there will be a benefit to sustainability. The issue is that foods made from insects do not have this purpose, since they are snacks, protein bars and supplements, for example. The best commercial proposal for insects is to grind them into powder and include them in processed foods. There are no good insect products that truly compare to the taste, texture, aroma and appearance of meat. If there is no exchange, the comparison with meat no longer makes sense – and the sustainability benefits are not realized. Production Efficiency Today, we grow grains to feed animals for consumption at an extremely inefficient rate. Data shows that 83% of the planet's arable land produces less than 20% of the calories consumed2. These are large areas of soy, corn and other grains that feed the animals and not the population directly. For every calorie someone consumes from beef, approximately 34 calories were given to the animal throughout its life, representing a disproportionate waste of calories produced by the food system3: the most efficient production, chicken, has a conversion rate of 8:1, for example. Meanwhile, alternative proteins allow you to eat the vegetable directly, without it having been previously processed by an animal. It is not the same for insects, which also feed to generate calories later. Studies indicate that insects produced for human consumption can have conversion rates as inefficient as chicken meat4, ranging from 4:1 to 9:1 in the ratio of food consumed versus slaughter weight. It is also worth highlighting that insects that feed on waste cannot be used for human consumption, as we are often led to believe5. Environmental risks Production efficiency is directly linked to gas emissions, water and land use. Therefore, all alternative protein technologies are more sustainable than the foods they replace. As demonstrated above, the case of insects is not so clear. At the same time, insect production adds new environmental risks: if a building housing massive numbers of these animals is damaged by an accident or a climate event, for example, thousands of exotic insects, with a high potential for destruction and imbalance, could be released into nature. Recently, problems caused by locust swarms have made headlines globally6. Furthermore, there are still no regulations on the handling of insects and they are often transported manually, whether for research or food production purposes. In general, live insects are transported in ordinary cars, inside trays or boxes. In the event of a car accident, they would be released into the environment, with an immeasurable potential to generate an ecological disaster. Global Health Risks Many insect productions still use large amounts of antibiotics, just like any other animal production. This fact contributes to the formation of resistant bacteria, with the potential to affect human health. At the same time, insects are also vectors of viruses, bringing an additional risk. We know that farm animals pose a major health risk to humanity: the WHO warns that 60% of new infectious diseases are of zoonotic origin.