Japan's Growing Alternative Protein Scene

In recent years, Japan has seen unprecedented growth in the alternative protein scene. The 2020 Olympics provided a big push for the market, as Japan prepared to cater to a variety of diets. But how has this trend been progressing since, and is there space for this new type of product?

Traditional Japanese cuisine, with its emphasis on plant-based ingredients like tofu and soy, has laid the foundation for the acceptance and integration of alternative protein sources into mainstream diets. Tofu and soy milk have been staples in the Japanese diet for a considerable period. Therefore, the already widespread consumption of soy products has facilitated the acceptance of plant-based meat alternatives. Given this familiarity, incorporating soy-based alternatives like meat seamlessly aligns with established dietary patterns.

While overseas, most choose to go plant-based over concerns for animal welfare, adoption of alternative protein in Japan has largely been driven by health benefits and the convenience of items with a long shelf life. Furthermore, Japan's aging population and shifting demographics are driving demand for nutritious and ethical food alternatives. Japan’s younger generations are more sustainable-minded and welcome to new food trends.

The main areas where Japan’s alternative meat industry is growing are in plant-based meats and plant-based dairy and egg. Consumption of soy milk is already quite high in Japan, with almond milk and now oat milk also making a splash in the market. However, seafood alternatives to sushi and sashimi are lacking due to consumer wariness and high standards for raw fish. While the average Japanese person is accepting of tofu, they may be less so of imitation seafood. Furthermore, deeply ingrained cultural traditions and a strong attachment to traditional meat-based dishes have presented barriers to widespread adoption.

As Japan embraces the future of food, the alternative protein industry is poised for continued growth and transformation. Whilst there is still a lot of work to be done, Japan is well-positioned to move towards a more ethical, nutritious, and environmentally friendly food system.

Interested in trying some of Japan’s tastiest vegan products? Check out our Vegan "Zen" Package, which features hand-picked ingredients bursting with umami.

About the author: 

Ailsa van Eeghen

Ailsa has been living in Japan since 2015 all the while enjoying the rich beauty of Kagoshima prefecture. She finds the most joy in exploring little villages, driving around the countryside and exploring the lesser known parts of Japan. Keenly interested in Japan’s regional diversity, you can often find her at michi-no-eki admiring all the local produce. You can find more of her travels and deep dives into Japanese culture on her Instagram @daysofailsa where she writes about her life in Japan.