Meat replacement and systems of edibility in Asia and beyond

Alternative proteins can replace meat. Given that meat-intensive diets have significant health, environmental, climate and animal welfare impacts, this idea is generating hype, optimism and substantial investment. Whether involving insects, plants, lab-grown meat or other ingredients, alternative proteins come with high expectations. However, it has become increasingly evident that much has been taken for granted in this field: just because something can be eaten, this does not mean that it will qualify as desirable and culturally appropriate food. Hence, while alternative proteins can replace meat, it is still unclear how and to what extent this replacement will in fact take place. Understanding how this does (not) happen is of crucial importance to achieving the dietary changes required for global food system sustainability. Extensive research on alternative protein consumption shows that replacing meat is challenging and that there is considerable scepticism among consumers towards replacement products. We know this scepticism is shaped by a range of factors, such as taste and health concerns, the habitual nature of food practices, and a general fear of new food types. But we do not know how and why things become accepted as edible, desirable food or not. We do not even know quite how to study this. Such knowledge is necessary and urgent. To address this knowledge gap, REPLACE sets out to answer a deceptively simple question: how does food become food? To do so, it develops a new theoretical and methodological approach and explores meat replacement in Eastern Asia, a key but understudied region in the ‘protein transition’. Focusing on a range of meat replacers, such as plant-based meat analogues, insects and lab-grown meat, the project zooms in on two key but highly different case countries in Southeast Asia representing a main innovation hub and important market (Singapore) and a late industry entry and emerging market (Vietnam).

Alternative proteins can replace meat. Given that meat-intensive diets have significant health, environmental, climate and animal welfare impacts, this idea is generating hype, optimism and substantial investment. Whether involving insects, plants, lab-grown meat or other ingredients, alternative proteins come with high expectations. However, it has become increasingly evident that much has been taken for granted in this field: just because something can be eaten, this does not mean that it will qualify as desirable and culturally appropriate food. Hence, while alternative proteins can replace meat, it is still unclear how and to what extent this replacement will in fact take place. Understanding how this does (not) happen is of crucial importance to achieving the dietary changes required for global food system sustainability. Extensive research on alternative protein consumption shows that replacing meat is challenging and that there is considerable scepticism among consumers towards replacement products. We know this scepticism is shaped by a range of factors, such as taste and health concerns, the habitual nature of food practices, and a general fear of new food types. But we do not know how and why things become accepted as edible, desirable food or not. We do not even know quite how to study this. Such knowledge is necessary and urgent. To address this knowledge gap, REPLACE sets out to answer a deceptively simple question: how does food become food? To do so, it develops a new theoretical and methodological approach and empirically explores meat replacement in Eastern Asia, a key but understudied region in the ‘protein transition’. Focusing on a range of meat replacers, such as plant-based meat analogues, insects and lab-grown meat, the project zooms in on two key but highly different case countries in Southeast Asia representing a main innovation hub and important market (Singapore) and a late industry entry and emerging market (Vietnam).