A food marketing researcher warns of a “blood bath” as the plant-based protein industry grows in Asia.
Mattan Lurie talked about his paper with the publication FoodNavigator Asia. He says that there are a lot of new companies trying to cash in on the craze and sell directly to consumers, and they are not really that different from each other.
He predicts that some players will be completely wiped out regardless of the type of protein they use.
Lurie stresses that Asia is the region to conquer if firms want the sector to succeed globally. As for investing, he says look for companies that use the newest technology and have solid marketing plans.
