透视植物基食品行业发展：风口过后，如何破局？

Core Insights - The plant-based meat industry has experienced a rapid rise and subsequent decline, with many brands ceasing operations and a significant drop in consumer interest since 2022 [1][7][8] - The initial excitement around plant-based products was fueled by high valuations and investments, but the market has not met expectations, leading to a rationalization phase [12][19] - Despite current challenges, experts believe the industry can still thrive through product innovation, local adaptation, and technological advancements [16][19] Industry Development - The plant-based industry saw explosive growth starting in 2019, particularly after the IPO of Beyond Meat, which sparked significant investment interest in China [2][3] - By 2020, major food and beverage companies in China began launching a variety of plant-based products, leading to a rapid expansion of market supply [4] - The demand for plant-based meat and drinks was projected to grow significantly, with expectations of a 200% increase in plant-based meat demand over five years [4] Market Dynamics - The plant-based meat sector has faced a sharp decline, with brands like Beyond Meat experiencing a stock price drop of over 99% since their peak in 2021 [7][8] - In China, many once-prominent plant-based brands have ceased operations, with only a few remaining active [8][9] - The plant-based drink market has also seen a downturn, with significant drops in financing and operational challenges for leading brands [9][10] Product Challenges - Plant-based meat products struggle to match the taste and texture of real meat, leading to low consumer repurchase rates [13][15] - A significant portion of consumers still view plant-based meat as a novelty rather than a staple, impacting long-term market viability [15] - The industry faces challenges in consumer acceptance, with many potential customers unfamiliar with plant-based options [15] Future Outlook - Experts suggest that the industry is entering a phase of rational development, focusing on improving product quality and aligning with consumer preferences [16][19] - Technological innovation is seen as crucial for overcoming current product limitations, with a shift from "ingredient simulation" to "structural design" being advocated [17] - The potential for growth remains, driven by health trends and government support for sustainable food options [19][20]