Meat substitutes market in Australia - statistics & facts
While animal proteins remain a staple of the Australian diet, almost eight in 10 Australian consumers have at least one meat-free day per week. Interest in meat alternatives and reducing meat intake in the country is rising, fueled by health-related, environmental, and ethical concerns. Over the past decade, plant-based protein formats hitting Australian supermarket shelves have vastly expanded beyond tofu and tempeh to abundant alternatives imitating the taste and texture of traditional meats, from steaks and mince to schnitzels and sausages. Home to a growing network of alternative proteins companies, from cellular agricultural startups to plant-based protein manufacturers and suppliers, Australia has become a rising contender in the global alternative proteins scene.
Additionally, in a country where meat consumption is highly prevalent, getting the average meat-eating consumer to bite the mock meat hook remains difficult. Further improvements to flavor and texture could be vital in making these foods more attractive to a wider consumer base.
Domestic brands dominate Australia’s plant-based plates
Australia’s plant-based meat sales grew by around 47 percent between 2020 and 2023, with increased revenue streams in the food service sector a key contributor. The country boasts several popular homegrown meat alternative brands, including v2food, vEEF, Vegie Delights, Unreal Co., Plantein, MEET, and Plantitude. Some renowned international players, such as Beyond Meat, Impossible, Quorn, and Linda McCartney’s, also sell products in the Australian market, but are vastly outnumbered by local competitors, which dominate the country’s major food retail spaces.Do Australians have an appetite for meat alternatives?
Meat alternatives are slowly edging their way into Australians’ diets, with consumer expenditure in the plant-based meat sector exceeding 270 million Australian dollars in 2023. Plant-based substitutes for hamburgers, mince, meatballs, and sausages are among Australian consumers’ most tried plant-based meat products, according to a 2024 survey. Perceived health benefits, efforts to lower meat intake, and taste are key motivators for purchasing mock meats, alongside the associated environmental and ethical benefits. While other plant-based protein sources, such as lentils and chickpeas, remain popular, the convenience and versatility provided by animal protein imitations has sparked rising consumer curiosity, but not always long-term adoption.What issues are fueling Australia’s mock meat enjoyment divide?
Mimicking the taste and texture of meat remains a tricky endeavor for plant-based protein producers. Poor taste was listed as the leading barrier to repeat consumption of meat alternatives among Australians in a 2024 survey; nonetheless, taste was also a key consumption incentive, reflecting the duality in Australians’ attitudes toward meat substitute products. Other lingering obstacles to increased alternative meat uptake remain high prices, price parity issues compared to conventional meats, texture problems, and the perception of these meats as too processed.Unleashing the full potential of Australia’s plant-based meat sector
While Australia’s plant-based meat sector holds significant potential for the country’s economy and in aiding in satisfying growing global protein demands, several opportunities remain untapped. The Australian government’s inconsistency in highlighting alternative proteins as a focus of national strategies and funding, continues to pose a challenge to the sector's success. The sector relies heavily on government investment in research and development and support for domestic plant protein manufacturing infrastructure expansion.Additionally, in a country where meat consumption is highly prevalent, getting the average meat-eating consumer to bite the mock meat hook remains difficult. Further improvements to flavor and texture could be vital in making these foods more attractive to a wider consumer base.
