2025 年末，曾获比尔・盖茨投资、市值一度超 150 亿美元的 "植物肉第一股" 别样肉客（Beyond Meat），以天猫、拼多多旗舰店终止运营、嘉兴工厂停产的方式，正式为其中国业务画上句号。这一 标志性事件，不仅是外资品牌本土化失利的又一案例，更折射出曾被资本热捧的人造肉赛道，从狂热到 泡沫破裂的完整周期。 从高光入场到黯然退场：别样肉客的中国征程 2020 年，别样肉客借势全球植物基食品热潮进入中国市场，初期凭借头部餐饮合作迅速打开知名度。 当年 4 月，与星巴克中国推出 3 款植物牛肉轻食产品，售价 59-69 元；6 月与百胜中国联手，在肯德 基、必胜客等门店推出的 "植培牛肉芝士汉堡"，3 小时内 80 份售罄。为深化本土化布局，品牌于 2020 年 9 月在嘉兴建立首个海外工厂，2021 年 4 月投产并推出植物基煎饺等定制产品，本土化价格较进口 产品降低 30%。 零售端布局同样动作频频，2020 年进驻盒马鲜生，2022 年开设天猫、拼多多旗舰店，同年与罗森合作 在江浙沪皖 2300 余家门店推出植物基便当。然而，热闹的市场布局未能转化为持续增长的业绩。2023 年，别样肉客天猫旗舰店销量 ...

Core Insights - The plant-based meat sector is experiencing renewed interest, highlighted by the stock price fluctuations of Beyond Meat, which saw a significant rise followed by a decline [1][24] - Despite initial hype, the plant-based meat industry has faced challenges such as taste, high prices, and market saturation, leading to a reevaluation of its potential [2][24] - Experts remain optimistic about the future of the domestic plant-based market, driven by increasing health and environmental awareness [2][26] Industry Overview - Plant-based meat was once considered a new trend in the food industry, with significant investment and market entry from various players between 2019 and 2022 [22][24] - The number of plant-based meat companies surged during this period, with 35 financing events recorded, primarily between 2019 and 2022 [22][24] - Major brands, including both local and international players, have entered the market, offering a variety of plant-based products in restaurants and retail [23][24] Product Evaluation - Recent evaluations of plant-based meat products revealed significant differences in taste and texture compared to traditional meat, with many products failing to meet consumer expectations [3][11] - Price comparisons show that some plant-based products are more expensive than their meat counterparts, raising concerns about consumer acceptance [4][15] - Nutritional assessments indicate that while some plant-based options offer lower energy and fat content, they may also contain higher sodium levels, which poses health risks [13][14] Market Challenges - The plant-based meat industry is undergoing a "shakeout," with many companies facing declining revenues and market exits due to high costs and product quality issues [24][25] - The industry's initial strategy of directly comparing plant-based products to meat has led to consumer disappointment, as many products do not deliver the expected taste and texture [24][25] - The need for a shift in marketing strategy is emphasized, focusing on the unique benefits of plant-based products rather than direct competition with meat [25][26] Future Directions - Industry experts suggest that the future of plant-based meat lies in emphasizing its unique nutritional and environmental benefits rather than positioning it as a meat substitute [25][26] - There is a call for improved product development, focusing on taste and cost-effectiveness to enhance consumer acceptance and encourage repeat purchases [26][27] - Collaboration with the restaurant sector is seen as crucial for increasing consumer exposure and acceptance of plant-based products [27]

Core Viewpoint - The article discusses the development of plant-based "tuna sashimi" in Japan, highlighting its potential impact on the food industry and sustainability efforts [2]. Group 1: Product Development - Japanese researchers have successfully created a plant-based alternative to traditional tuna sashimi, aiming to cater to the growing demand for sustainable seafood options [2]. - The new product mimics the texture and flavor of real tuna, making it appealing to consumers who are looking for meat alternatives [2]. Group 2: Market Implications - The introduction of plant-based tuna could significantly reduce the environmental impact associated with fishing, addressing concerns over overfishing and marine ecosystem degradation [2]. - This innovation aligns with global trends towards healthier and more sustainable eating habits, potentially opening new market opportunities for food companies [2]. Group 3: Consumer Trends - There is an increasing consumer interest in plant-based diets, driven by health consciousness and environmental awareness, which could lead to higher adoption rates of products like plant-based tuna [2]. - The product is expected to attract not only vegetarians and vegans but also flexitarians who are looking to reduce their meat consumption [2].

Core Insights - The plant-based food market has gained momentum since 2025, with major food corporations like Nestlé, Danone, and Kraft Heinz announcing significant developments in this sector [1][2]. Group 1: Market Trends - Plant-based foods include plant-based meat, milk, and eggs, driven by health and environmental concerns, as well as the global need for alternative protein sources [2][9]. - The global plant-based food market is rapidly growing, although consumer acceptance in China is relatively low compared to international markets, leading to a decrease in market buzz compared to previous years [2][19]. Group 2: Corporate Developments - In April 2025, Nestlé increased its stake in Orgain, a leader in plant-based nutrition, highlighting its growth in the first quarter [3]. - Kraft Heinz launched its first plant-based dessert under the JELL-O brand, indicating a strategic move towards plant-based offerings [3]. - Danone announced the acquisition of a majority stake in Kate Farms, a U.S. plant-based brand focused on nutritional products [8]. Group 3: Consumer Preferences - Health is a primary motivator for consumers purchasing plant-based products, with a reported 11% increase in sales of plant-based protein powders and liquid products in the U.S. retail market [9]. - Environmental benefits are also a significant selling point, as plant-based foods have a much lower carbon footprint compared to animal products [10]. Group 4: Regional Insights - The North American market is the largest for plant-based foods, while Europe has the highest maturity level, and the Asia-Pacific region is experiencing the fastest growth [17]. - In China, consumer acceptance of plant-based foods is still developing, with plant-based drinks like oat milk gaining more traction than plant-based meats [19][20]. Group 5: Future Outlook - The shift towards plant-based foods is seen as a long-term strategy to reduce reliance on animal protein, with significant investments and policy support expected to drive growth in this sector [16][18]. - The market for plant-based foods is projected to grow rapidly in various regions, driven by health awareness and government initiatives promoting sustainable food systems [18].