Fake meats: Demand rising for alternate protein in Australia

In the battle of steak versus fake meats, which product will come out on top in the future? Already there’s a clear winner when it comes to total revenue.

Demand for vegan-friendly options such as fake meat burgers is on the rise in Australia, according to an alternative food think tank.

The red meat industry still stands heads and shoulders above fake meat when it comes to revenue, with one industry expert rejecting reports Australia’s appetite for alternative proteins is growing.

A Meat and Livestock Australia report published last year put domestic red meat sales at $11.3 billion in 2018-19.

In comparison, a report by alternative food think tank Food Frontier reported the value of the Australian plant-based meat industry at $185 million in 2019-20, a 32 per cent lift from $140 million in 2018-19.

But Food Frontier founder Thomas King said Australian farmers could stand to gain by diversifying protein exports in the future.

“As a country, we cannot afford to turn our backs on new industries that will provide significant economic benefits and jobs over the coming years and decades,” Mr King said. 
Australian farmers, including those with mixed livestock and cropping operations, could benefit from growth in new protein industries, according to Mr King.

“Australian Plant Proteins, based in Horsham, Victoria, produces high-quality plant proteins from Australian grown faba beans, red lentils and yellow lentils and is expanding to other pulse and legume crops,” Mr King said.

“The growth of the plant-based meat industry presents a clear opportunity for Australian farmers and both industries can coexist and thrive together.”

Red Meat Advisory Council chair John McKillop said fake meat products won’t be a challenge for the red meat industry, “as long as we can compete on a level playing field”.

“ … we’re confident our product quality, safety, nutrition and taste will always surpass imitation manufactured plant-based proteins,” Mr McKillop said.

Mr McKillop also rubbished claims demand for fake meat was on the rise in Australia.

“The only reports of a move away from red meat come from the extremist anti-meat and anti-livestock echo chamber,” Mr McKillop said.

 “These groups push a misinformed agenda that aims to attack our nation’s hardworking graziers, meatworkers and butchers.

“Covid-19 has increased consumer’s concerns around health and food safety. Global consumers will continue to demand Australian red meat as one of the safest and most nutrient-dense foods available.”

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