Page 34 - FoodFocusThailand No.239 March 2026

SPECIAL FOCUS

Among animal meat alternatives, plant-based beef
remains the top-selling category, followed by plant-based
pork, chicken, and seafood. The 2021 GFI report (Figure 5)
confirms that the plant-based meat market is not a passing
trend, but a steadily expanding sector offering a wide range
of products to meet modern consumer demand.

ภาพที่่� 3 แหล่่งที่่�มาของโปรตี่นที่างเล่ือก
Figure 3 Sources of alternative proteins
ที่่�มา / Source: Medeiros et al. (2024)
plant-based products are expected to dominate through 2029,
accounting for approximately 60% of the total market, followed
by mycoproteins, algal proteins, and insect proteins (Figure 3)
(Roser et al., 2023). This trend reflects the steadily increasing
consumer acceptance of plant proteins. ภาพที่่� 5 ผล่ิตีภััณฑ์์เนื�อจากพืืช
In the rapidly growing market for plant-based substitutes, Figure 5 Plant-based meat
plant-based milk is the leading category, accounting for 35% ที่่�มา / Source: Muinos (2024)
of the total plant-based food market value (approximately USD
2.5 billion), reflecting strong consumer demand. Refrigerated Plant-based food supplements represent another
non-dairy milk is the best-selling segment, led by soy, oat, and major product category in the global market, particularly
almond milk. Oat milk has grown rapidly, transforming from a during 2024–2025, reflecting consumer priorities for health,
niche product in 2018 to a high-demand category within two sustainability, and plant-based diets (Fortune Business
years due to its dairy-like texture, high digestibility, and fiber Insights, 2025; Sharma et al., 2025). These products are
content (Medeiros et al., 2024). Meanwhile, other plant-based available in multiple forms to meet diverse functional needs.
products, including ice cream, yogurt, butter, cheese, and egg The largest market share is held by plant-based powders,
alternatives, continue to expand. However, soy protein, once the which can be easily mixed into foods and beverages and
industry’s main ingredient, has shown a notable decline, with are sourced from a wide range of proteins, including the
an average annual growth rate decrease of 6% between 2004 increasingly popular soy and green pea (Precedence
and 2019. This drop is widely attributed to health concerns over Research, 2024; Fortune Business Insights, 2025). Other
soy allergies, prompting consumers and manufacturers to seek formats include tablets, capsules, and liquid products such as
alternative plant protein sources. ready-to-drink, plant-based protein beverages (Figure 6).

ภาพที่่� 4 ผล่ิตีภััณฑ์์นมจากพืืช
Figure 4 Plant-based milk
ที่่�มา / Source: Heller (2022)
The global plant-based meat market is expanding rapidly.
In 2020, its total value was reported at approximately USD 1.4 ภาพที่่� 6 ผล่ิตีภััณฑ์์เสริมอาหารโปรตี่นจากพืืช
billion, following a stated sales increase of USD 430 million Figure 6 Plant-based food supplements
from the previous year. This surge was described as reflecting ที่่�มา / Source: Sharma et al. (2025)
a structural shift in consumer behavior and growing demand for
non-traditional meat alternatives. Key high-demand products
include plant-based burgers, sausages, nuggets, and ground The expansion of the plant protein market is driving
meat alternatives, which are widely used as convenient cooking technological advances in biotechnology, data analysis,
ingredients. In addition, strategic adjustments to sales channels and AI to improve nutrition, flavor, and texture, reduce
have supported market growth, particularly through increased undesirable plant characteristics, and better replicate animal
supermarket placement of chilled plant-based meat products. protein properties, thus ultimately meeting modern consumer
This trend highlights both technological advances that improve demands for both health and sustainability.
freshness retention and marketing strategies that enhance
consumer accessibility.
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