Market Overview

The global alternative protein market (plant-based meat, plant-based seafood, plant-based egg, cultured meat, cultured seafood, plant cell-culture foods, and insect proteins) is estimated at 572,330 million yen in 2024, based on the shipment value of manufacturers.

With the global population continuing to rise, demand for meat is expected to grow accordingly. Conventional meat production is increasingly constrained by its significant environmental footprint, including high emissions and intensive resource use. Geopolitical instability has further heightened food supply risks and driven up prices, making food security a critical global concern.

In this context, alternative proteins such as plant-based products, cultured (lab-grown) meat, and insect proteins are attracting greater attention. From the standpoint of marine resource sustainability, development of plant-based and cultured seafood is also advancing.

More recently, new categories such as plant-based eggs and plant cell-culture food like coffee and cacao, have emerged as a part of efforts to establish sustainable production technologies.

Noteworthy Topics

Plant-based Meat & Seafood Market: Sustainable Food Production Continues to Garner Attention

Among plant-derived protein products, plant-based meat continues to attract strong interest due to lower environmental impact and its role in supporting dietary diversity. In addition to being viewed as more sustainable than conventional meat production (requiring less water and generating fewer greenhouse gas emissions) market growth is supported by rising global food demand, greater health consciousness, and increasing acceptance of diverse dietary choices.

Market expansion for plant-based meat and plant-based seafood initially took off in Europe and the United States. In Japan, “alternative meat” began gaining attention in the late 2010s. As product taste improved, distribution broadened across major retailers and restaurant chains worldwide. Increased media exposure, new product launches, and expanding product lines further boosted consumer awareness.

Growing concerns over environmental issues, climate change, and animal welfare have also accelerated adoption. In particular, younger consumers are driving diversification in dietary patterns, including vegan and vegetarian lifestyles. In response to these trends, plant-based protein applications now span a wide range, including alternative meat, seafood, eggs, and dairy.

While the market environment is stabilizing in 2025, worsening climate issues have further heightened interest in sustainable food production. At the same time, companies are advancing technologies to improve the taste and texture of plant-based meat, including masking technologies that replicate meat-like flavor by reducing the characteristic aroma of soybeans. In Japan, manufacturers are enhancing flavor and mouthfeel by pairing plant-based meat with plant-based dashi and seasonings, and are also developing new taste profiles and recipes for alternative proteins to improve overall consumer satisfaction.

Future Outlook

The sharp rise in livestock product prices has triggered dramatic increases in the prices of meat and eggs—phenomena widely referred to as the “meat shock” and “egg shock.” The meat shock was driven by multiple factors, including soaring feed costs, the spread of infectious diseases, yen depreciation, rising logistics expenses, and labor shortages in food processing and distribution. Meanwhile, the egg shock stemmed from outbreaks of avian influenza, elevated feed prices, and heat among hens during extreme heat in summer.

These supply-driven price surges are significantly affecting both consumers and business users such as restaurants. Although protein shortages relative to global population growth have long been a concern, the added strain of climate-related disruptions to livestock production presents a new challenge for ensuring stable food supply.

Furthermore, declining fish catches—due to changes in fish habitats caused by ocean warming—are creating further supply pressures. To supplement traditional livestock production and fisheries, alternative protein sources like plant-based foods (plant-based meat, plant-based seafood, and plant-derived eggs), cultured meat, cultured seafood, coffee and cacao made with cultured plant cell, and insect protein are gaining attention as potential contributors to a more sustainable and resilient food system.
The global market size for alternative proteins (including plant-based meat, plant-based seafood, plant-based eggs, cultured meat, cultured seafood, plant cell-cultured foods, and insect protein) is projected to reach 1,065,251 million yen by 2030, based on the shipment value of manufacturers.* Going forward, the market is expected to continue expanding to reach 5,471,620 million yen by 2035 and 43,249,767 million yen by 2040.


*The market size does not include insect protein for animal feed applications.

Research Outline