Summary: What’s driving Asia’s alt-protein market
- Blended proteins deliver meat-like taste with improved fibre and lower cholesterol
- Fermentation enables targeted protein creation for better texture and authentic flavour
- Mushrooms boost product protein by up to 40% naturally
- Consumers prioritise price, flavour and texture over sustainability in alt-protein choices
- Localised everyday foods like satay skewers can normalise alternative protein adoption
Blended protein, fermentation, and mushrooms are promising alt-protein drivers valued for their versatility and cost-effectiveness – factors that consumers and businesses increasingly prioritise over sustainability.
“Consumers have three major concerns – price, flavour and mouthfeel, and perception of plant-based foods being highly processed,” said Thai Future Food Trade Association President Dr Visit Limlurcha at a panel discussion on The Future of Alternative Proteins.
Blended meat
Blended meat offers the promise of taste and texture comparable to conventional meat, said Arin Naidu, Senior SciTech Ecosystem Specialist at The Good Food Institute Asia Pacific (GFI APAC).
His view aligns with findings from NECTAR – a San Francisco-based non-profit under climate philanthropy Food System Innovations (FSI).
NECTAR researchers conducted a study on 1,192 omnivores and found that they preferred some of the blended protein products over traditional animal ones during blind taste tests.
Blended meat could also offer improved nutrition – such as higher fibre and lower cholesterol – while retaining the taste of traditional meat.
Fermentation can likewise produce enhanced nutritional properties for alternative proteins.
Fermentation
“There is a lot of potential in two types of fermentation – biomass and precision – because the ingredients you can make is actually the type of protein you are targeting,” said Naidu.
“Whereas for plant-based meat, you’ll have to use plant-based proteins, which is not going to have the same structure and function of animal meats. But if you can target growth and new cells at the factory to create a specific protein we have a higher chance of creating these specific ingredients where if you just add one or two percent into a plant-based formulation it can have a big impact on the umami flavour and texture and binding.”
An Australian firm has launched precision-fermented fats from fungi that can mimic that fat profile of traditional meat.
This delivers authentic fat flavour that lets brands simplify product formulations by removing synthetic additives.
Furthermore, fermentation is applicable to other industries as well – such as kinetics and bioclassics – it opens up multiple channels which de-risks going into the technology as well,” said Naidu.
Dr Visit added that microbial fermentation is also a viable option for start-ups, as it is an age-old familiar process that even small companies can do. Cultures around the world have relied on traditional sources of protein from fermented foods, which contain enhanced flavours and nutrition – such as yoghurt, natto, and tempeh.
Similarly, mushrooms are a good option for alternative proteins since they are versatile and flavourful, pointed out President for Mushroom Researcher and Grower Society of Thailand Dr Thitiya Boonpratuang.
Two key types of fermentation powering alternative proteins
Fermentation plays a central role in developing alternative proteins, typically through biomass fermentation or precision fermentation.
In biomass fermentation, fast-growing microorganisms such as fungi, algae, or bacteria are cultivated to produce a naturally protein-rich mass. This microbial biomass itself becomes the ingredient – a nutritious, sustainable source of protein that can serve as the foundation for meat or seafood substitutes, such as mycoprotein-based foods.
Precision fermentation takes a more targeted approach. It uses microorganisms that are programmed to generate specific ingredients, like dairy or egg proteins, without involving animals. This method enables precise control over the end product’s structure and functionality, helping plant-based and hybrid foods achieve authentic taste, texture, and nutrition.
Together, both approaches are transforming how proteins are produced – efficiently, sustainably, and at scale.
Mushrooms
Mushrooms are gaining attention as a practical and adaptable protein contributor for both consumers and the food industry. They are a good source of protein as it can increase protein of a product by 20–40%, said Dr Thitiya.
They can also be ground into powder as a flavour enhancer or to elevate protein and fibre profile, she added.
Mushrooms may contain less protein overall than beans or meat, but they provide essential amino acids and have a dense, satisfying texture that supports the shift toward plant-centric eating.
For consumers, they are simple to add into meals and their natural umami taste allows them to stand in for meat in dishes such as stir-fries, burgers, and soups.
For manufacturers, mushrooms offer a flexible ingredient to enhance products that meet rising health, flavour, and sustainability expectations. Common types like shiitake, oyster, and portobello are widely available across Asia and can be incorporated into snacks, meat substitutes, or convenient meal solutions. They also support clean-label innovation, appealing to shoppers seeking recognisable ingredients.
At the end of the day, the goal is to provide what consumers want.
What needs to be done?
“No one wants to eat sustainability for breakfast, lunch, and dinner,” said Founder and Director, Reimagine Food Thailand Dr Maarten Geraets.
He added that a lot needs to be done to address consumer propositions – unique benefits that will convince people to accept alternative proteins as part of their daily diet – to arrest the decline of the alt-protein and plant-based industries.
“Blended proteins and mushrooms are new routes that the industry can explore, and hopefully that will better address what consumers want,” said Dr Maarten.
Chanya Udomphorn, Director of Thailand’s Vegan Calendar, added that alternative proteins can be introduced in accessible ways, in foods that people eat every day – it doesn’t have to be expensive or premium.
Localisation, for example, will help to drive alt-protein acceptance, said Dr Visit.
Such localisation could see alternative proteins featured in everyday staples, from fortified tofu and plant-based satay skewers in Southeast Asia to algae-enriched noodles in East Asian markets, helping to normalise their role in familiar meals.
The alternative protein market has seen multiple challenges, including consumer perception that it is an ultra-processed food (UPF).
The categorisation of plant-based meat alternatives as UPFs in the NOVA food classification system is impeding the growth of the alternative protein industry, according to a South Korean study Future perspectives: Current trends and controversies of meat alternatives classified as ultra-processed foods.
A report from FoodNavigator and Lumina Intelligence revealed consumer barriers to understanding UPFs, what the challenges are for manufacturers within this as well as the opportunities to drive change and sales.
