Veganism is a real thing in Australia. More and more Australians switch to plant-based eating for various reasons. They feel healthier on a vegan diet, boycott a mass meat production coming from slaughterhouses, fight for animal rights and sustainable environment… But the one thing is clear: veganism represents a goldmine for the Australian economy.
The onset of a vegan business revolution
With a growing number of people who eat meat-free, there are also more opportunities for businesses to produce plant-based meat alternatives. There is already a large production of plant-based meat in Australia which contributes to the Australian economy on a massive scale. The latest report Meat the Alternatives: Australia’s $3 Billion Opportunity, authorized by the think-tank operated in Australia and New Zealand, Food Frontier, and conducted by Deloitte Access Economics, believe that the plant-based meat is a future for a majority of all Australians.
According to this report, meat substitutes and other plant-based alternatives already bring around 150 million AUD in domestic sales, nearly 30 million AUD in manufacturing and give employment to 265 people. With the right policy and enough political will to make sensible economic decisions, the plant-based meat sector could possibly rise up to $3 billion and create jobs for more than 6,000 people by 2030.
Another recent research shows that Australian consumers call for sustainable and natural foods more than ever before. It is expected that the next waves of new products available on the Australian market will include some sort of alternative proteins. That involves a brand new technology of in-vitro meat, insect-based meat and other subtitles of meat high in protein.
All these meat-free alternatives are stated in an analysis conducted by an Independent government science agency, the CSIRO. The analysis identified new opportunities for possible economic growth which could be worth $25 billion by 2030. Alternative proteins take up 18% of this huge valuable economic chunk.
The analysis demonstrates that the alternative meat sector has massive economic potential for Australia. It is predicted that the export of the alternative protein products could bring $2.5 billion in the next 11 years together with $4.1 billion of domestic consumption and $5.4 billion in environmental savings.
The growing number of meat-free products
It is estimated that the number of new vegan and vegetarian products in supermarkets and small shops is three times higher now than it was five years ago. Almost 10% of newly introduced products in supermarkets this year have a vegan label on it. This is twice as much as in 2016 and three times more than in 2014.
Bearing these numbers in mind, some food chains and restaurants have taken advantage of buyers’ effort to eat healthier and offer now plant-based meat alternatives. Earlier this month the fast-food chain Hungry Jacks announced its ‘Rebel Whopper‘ which contains zero beef but 100% plant-based patty.
Source: Hungry Jacks
The Australian only entirely vegan fast-food chain, Lord Of The Fries, offers Beyond Meats burger patties which are based on pea protein. Many of their consumers prefer pea protein-based patties more than soy-based ones because it raises questions if the genetically modified soy products are suitable for a human body in the long-term.
While some of the other fast-food chains elsewhere in the world have plant-based options on their menu, Australia still has to wait a little bit longer for the big moment. For example, Burger King has only recently announced its plant-based burger as a part of the permanent menu and KFC is in a process of adding Beyond Meat into their chicken-free Beyond Fried Chicken.
What sort of fake meat can consumers buy in supermarkets? It can be anything from burger patties, sausages, schnitzels, chicken nuggets, minced meat, fish-free tuna and salmon to classic-looking pizza or hotdog. Some of these products are literally unrecognizable from the real thing and even after tasting, it’s hard to tell the difference.
Just a couple of weeks ago, a new plant-based meat startup called V2food has launched as a result of the cooperation between the CSIRO, Main Sequence Ventures and the founder of Hungry Jacks Jack Cowin.
This plant-based meat is, unlike other plant-based meats, made of legumes, sunflower oil, and coconut fat. Cowin also revealed that his team has been working on a $20 million plant which will be built to produce a tasty, real meat-looking and smelling plant-based meat.
Will Australia become a vegan nation?
More and more Australians, especially those in their twenties and thirties give up eating meat and switch to a vegetarian or even a vegan diet. The latest numbers show that nearly 2.5 million Australians across the all age spectrum eat now meat-free which is about a half-million more than five years ago. That makes up for a little over 12 percent of the entire population.
About 500,000 Australians identify themselves as vegans who backed away from any animal products. That includes dairy, eggs, fish, and poultry. The number of vegans in Australia is expected to keep rising during the next years.
As people are more aware of the impact of eating meat on their health and also on the environment and animals, they embrace meatless Mondays and less meat in their diet more often. One of the research estimates that one in three Australians have tried some of the plant-based meats.
These Australians call themselves ‘flexitarians’ or ‘ reducetarians’. This category can count anything from 30 to 50 percent of adults. The flexitarians are potentially the best costumers for the plant-based meat businesses and they heavily rely on them. The flexitarians still eat meat and in order to try plant-based meat, the meat substitute has to truly resemble the true meat.
The opportunity awaits
With help from the government, the Australian economy can experience a boost from the plant-based meat business in the next few years. By using the great infrastructure and the manufacturing and labour force that Australia already has, the country can become a leader in the alternative protein industry. Let’s hope this great opportunity will be embraced soon until it becomes too late.
Do you think that plant-based meat is a future of the Australian economy? Do you like plant-based meat alternatives? Let me know in the comments or share it with your friends!
Klara Walterova
Klara is a professional freelance writer for hire. She offers web content, blog posting, ghostwriting and copywriting. She writes for a healthy lifestyle, wellness and travel websites. She focuses on veganism and the vegan diet. When she's not writing, she develops new tasty vegan recipes, travels the world or plays with her cats. Please contact her for her online writing services on her website writtenbyvegan.com or visit her Instagram profile @writtenbyvegan.