The Market of Vegan Meat in Taiwan: The Case of Beyond Meat

• Main Authors: Morgane Berton, 美佳
• Other Authors: 朱美琴
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/6xdav9

碩士 === 南臺科技大學 === 商管專業學院 === 107 === Plant-based diet went from a niche to mainstream in the last decade leading to the rise of the sub-industry of vegan food. The purpose of this case study is to understand the nature of the mock meat industry, its particularities, and the stakes for vegan company going international. As there were a limited number of scholar review on the subject, articles from journals, newspapers, researches from associations and global organizations have been included in this study. Data has been gathered from primary and secondary sources, to investigate customers’ behaviour toward vegan meat in Taiwan and propose a partial overview of the market, and therefore give a better understanding of the plant-based meat industry for future investors or entrepreneurs in Asia. The case study explains that vegan products are here to stay, and vegan businesses can be prosperous around the world because they offer an answer to a global demand for ethical and healthy consumption. However, even though the definition of veganism has found to be the same everywhere, the cultural differences among vegans needed to be considered before integrating the market of fake meat. As a result, we found that already existing leaders companies (e.g. Danone, Nestlé) are the ones who benefit the most from this transition to a vegetal diet with horizontal acquisitions (diversification) as corporate strategies in western countries. But, in Asia, small local traditional markets and restaurants are the main distributors of meat substitutes We also found Beyond Meat’s best strategy to entry the Taiwanese market for fake meat is to be a supplier for existing infrastructure such as supermarkets, restaurants, hotels, cafeterias…. In addition, the study showed this sub-industry is moderately concentrated but highly competitive and highly dynamic.