The Good Food Institute India (GFI India) released its latest report, The Next Course: Reimagining Smart Protein: Insights from the Food Service Industry and Brands in the Plant-Based Meat Sector, in a closed-door gathering with representatives from various industry stakeholders like the National Restaurant Association of India (NRAI), McDonald’s, Tibbs Foods, Rebel Foods, ProMeat, Blue Tribe, Prot, GoodDot, Plantaway, Intercontinental and independent restaurants such as Mesa, Gracias Granny, Plural, among others.
The report sheds light on the untapped potential of plant-based meats in India's growing food service industry and provides actionable insights to drive adoption and collaboration across the sector.
The report underscores that despite the nascent stage of the plant-based meat market in India, India’s vibrant food service industry, projected to grow at a compound annual rate of 8.1% to reach INR 7.6 trillion by 2028, offers a unique avenue for accelerating the category's growth. By leveraging the rising popularity of dining out, especially in organised segments such as casual dining and cloud kitchens, plant-based meat brands have the opportunity to position their products as indulgent and versatile menu options.
The report highlights solutions aimed at overcoming key barriers to adoption identified through a qualitative study conducted with chefs, restaurateurs, marketers, plant-based brands, and other industry leaders. Some strategies for success in integrating plant-based meats into menus include prioritising taste and texture, addressing health and processing misconceptions through targeted education, and collaborating with chefs to create appealing recipes.
The report’s findings also emphasise the need to understand the chef’s vision and business needs, as well as the strategic advantage of integrating plant-based meat into regional cuisines and formats. The study further reveals that positioning plant-based meats as high-protein and indulgent resonates better with consumers than labels like vegan or meatless.
The event that saw attendance from many chefs, food and lifestyle pioneers, bloggers, and marketeers provided a platform to deliberate on the critical role of branding, positioning, and recipe development in popularising plant-based meat, highlighting their influence in driving curiosity and demand among Indian consumers.
Besides the release of GFI India’s latest report, the extravagant culinary experience curated by GFI India, Earth Cafe, Chef Varun Sharma, utilising the products from brands such as Gooddot, Plantaway, Prot, Blue Tribe, Imagine Foods, Break of Dawn, Soft Spot, Evolved Foods, and Promeat was the focal point of the event. With meatless but delectable versions of Biryani, Bhurji, Sushi, Shawarma, Kebabs, grazing tables, and indulgent desserts, the evening made for a novel experience for the audience.
Plant-based meat brands also got a unique opportunity to explore best practices for collaboration, including tailoring pitches to align with different establishments' unique brand identities, co-creating recipes with chefs, overcoming pricing and payment barriers, and most importantly, prioritising taste and texture to deliver superior consumer experiences.
The event showcased the need for a unified effort to reshape perceptions and integrate plant-based options into mainstream dining, fostering a more sustainable and inclusive food system.
