Alternative Protein Reports published

1 June 2018

The Ministry for Primary Industries (MPI) and Plant & Food Research has released their joint report on ‘The Evolution of Plant Protein – Assessing Consumer Response'.

The report was commissioned to assess consumer responses to protein and highlight the potential impacts to the New Zealand agricultural industry.

This is the very first exploratory piece of work MPI has done in this area of work. The report explores how consumers have become more aware of the long-term impacts of food production and signals change for traditional animal protein producers.

To assess where markets are heading in the next 5 years the report analysed consumer responses to plant based proteins released in the United States and consumer attitudes to proteins in China. Our research has shown that wealthy western economies such as the US will require an innovative product that meet consumer needs.

The key findings of the report include:

  • Progress towards new protein innovations caused by increasing global pressures and changing consumer needs requires a long-term strategy to protect, to innovate and to grow our primary industries;
  • Consumer preferences and awareness of the consequences of food production is creating a need for new products;
  • Dependency on a few markets and products create risks and therefore innovation and assessment of consumer and market trends is critical to ensure the long-term success of primary industries in New Zealand. 

The release includes a package of three additional market insight reports that relate to alternative proteins and demonstrates the rapid change that may occur in the primary sector from new food innovations. These reports are in the public domain and are:

1. Impossible Burger Case Study (Authored by MPI)

2. Protein: A Chinese Perspective (Authored by Plant & Food Research)

3. Opportunities in Plant-Based Foods - Proteins (Authored by Plant & Food Research)

They can be accessed via the Ministry of Business, Innovation and Employment website, under Food & Beverage Information Project


Plant & Food Research has published an additional Insight Edition on China: Future Protein, which can be accessed via 

Nickkita Lau
Senior Communications Advisor, Corporate Communications,
Plant & Food Research Mt Albert,
120 Mt Albert Road, Sandringham
Auckland, 1025, New Zealand
Telephone: +64-9-925-7204
Mobile: +64-21-569-221

Copyright © 2018 The New Zealand Institute for Plant and Food Research Limited
All our sites are Eduroam Wifi enabled