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SHANGHAI, Feb. 28, 2022 /PRNewswire/ — RTG Consulting Group is proud to be part of a motion to usher in a more sustainable and healthy food ecosystem as it celebrates the launch of the New Protein Industry Alliance (NPIA). In addition to RTG Consulting Group, the new organization also counts Bright Foods and Business Information of Shanghai among its founding sponsors. Based in Shanghai, NPIA will work with industry players across the protein spectrum and life cycle to create an enabling environment for selling more sustainable eating habits. , from new agricultural models to the progression of vegetable protein and cutting-edge means of production.
As China seeks to increase its population while prioritizing national fitness and meeting its commitment to limit carbon emissions through 2030, it has become increasingly pressing to reconsider the agricultural industry. industry, which accounts for more than 10% of the country’s carbon emissions. At the same time, a move toward new proteins will improve the nation’s fitness according to the advice of the China Nutrition Society to reduce China’s existing meat intake by 50%.
On a special launch occasion in Shanghai last month, NPIA published an industry report led by RTG Intuition (a department of RTG Consulting Group), covering the new protein landscape in China. Report customer insights samples in various Chinese cities, as well as interperspective with industry leaders, to achieve eye-opening conclusions.
Research predicts that China will be the world’s largest protein consumer, reaching 75 to 80 billion kilograms consistent with the year to 2030. However, according to population projections, a “protein gap” of 52. 7 billion kilograms may remain in China. through less reliance on animal products This would create a massive tailwind for the new protein industry and create a multitude of opportunities for early adopters.
Other key findings of the include:
More than a portion of Chinese consumers eat plant-based foods several times a week, but less than 10% identify as plant eaters.
Although knowledge of plant-based meat and dairy products in China’s major cities has reached 40% and 35%, respectively, the test rate remains low (only 5% for plant-based meat and 11. 6% for plant-based dairy products).
Chinese consumers now know that nutritional pricing is the most important thing in choosing protein, flavored to the most important thing at the moment.
When Chinese consumers perceive the nutritional and health benefits of a plant-based diet, their preference for trying a plant-based meat product is multiplied by 10.
Most Chinese consumers prefer plant-based meat to taste classic meat, but are open to the product being grown without the term “meat. “
Chinese consumers would be much more willing to buy plant-based meat in the form of new products than frozen.
Chinese consumers are incredibly positive about plant-based dairy products, with 92% saying they like or like them.
Going forward, the full NPIA chain will help members unlock insight into the new protein market in China and beyond and serve as a point of contact for customer surveys and trend forecasts. RTG Consulting Group, co-founder of NPIA, acts as a strategic advisory point to the organization and provides logo research and consulting to its members.
“The opportunities for this area are immense, and NPIA is in a privileged position to help the industry as a whole, adding the multitude of expanding public and personal organizations, grow in the most powerful way imaginable,” said Angelito Perez Tan, managing director of parent company RTG Group Asia and member of NPIA’s board of directors. “NPIA provides a platform for trading exchanges as well as facilities to help its members expand sustainably. We believe that through increased industry collaboration, we can align business desires with social intelligence and make some sustained expansion for all industry players. “
“Our partnership with RTG Consulting Group will provide an exclusive opportunity for both parties to help deal with the protein problem for years to come,” added Barron Lau, co-founder of NPIA. “With a specific client in China, we have worked hard together to bring to market a study that highlights some of the opportunities and obstacles that lie ahead. “
To download a pattern from the New Protein Report, send an email to rtgintuition@rtgconsulting. com.
About RTG Consulting Group
RTG Consulting Group is a luxury consulting firm specializing in advising senior executives of the world’s best-known luxury brands and public institutions. RTG has 3 independent divisions:
RTG intuition (economic intelligence)
RTG Solutions (Corporate Strategy)
RTG Inspire (marketing communication)
Our head is in Shanghai, with s in Shenzhen, Hong Kong and Singapore.
Our core philosophy is based on “Continue to improve”. As individuals, as groups and together as a company, we try to have a positive effect not only for our brands, but also for the world around us. This philosophy is compatible through our 3 pillars: Goal, Passion and Perseverance.
For more information, www. rtgconsulting. com.
To learn more about RTG Group Asia, visit www. rtggroupasia. com
About NPIA
The New Protein Industry Association (NPIA) is the global alliance that powers and connects the entire new protein ecosystem.
Headquartered in Shanghai, China, NPIA works with industry players globally to promote the sustainable progress of the new protein industry. NPIA provides a proprietary trading platform to help its members grow sustainably.
For an NPIA member, visit: www. newprotein. com.
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SOURCE RTG Consulting Group