According to a press release, as many as 29% of people in India are vegetarian, and there is increasing interest in veganism and flexitarianism, largely driven by millennials. The meat alternative market is in its early stages, but commercial adoption is accelerating, with plant-based options becoming increasingly common in quick service restaurants and online. A 2019 Ipsos survey found that 63% of Indians were willing to eat a plant-based substitute for meat.
AAK and Vista will collaborate to create products from a variety of different plant proteins that meet the taste and texture needs of Indian markets. Vista will manufacture plant-based products for customers, with AAK providing expertise in areas such as new product development.
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Dheeraj Talreja, President, India, at AAK, said in the press release: “As elsewhere in the world, Indian consumers are increasingly concerned about climate change, animal welfare and health, which is fueling demand for plant-based alternatives to meat. We’re delighted to have this opportunity to work with Vista Foods to create great-tasting products made with love for people, plants and the planet.”Bhupinder Singh, CEO, Vista Processed Foods, added: “This is a timely partnership for a number of reasons. The COVID-19 crisis has increased consumers’ focus on health, and made them more cautious in their approach to food, with millennials in particular focusing on better, more sustainable food choices. Meanwhile, protein deficiency is a serious problem in India, and there is a need to provide consumers with additional, guilt-free sources of protein. India’s plant-based food market is growing, and we’re confident that this unique collaboration with AAK will help accelerate it.”
