Nippon Ham Co., Ltd. (Head office: Osaka City, Kita Ward, President: Nobuhisa Ikawa) conducted a national awareness survey on four types of alternative proteins (plant-based food, koji, algae, and cellular food (cultured meat)) in line with "Good Meat Day" on November 29 (Friday). The Nippon Ham Group is working to understand the demand for alternative proteins in preparation for future protein supply shortages and to secure and supply sustainable protein.
Survey method: Internet survey conducted by our Customer Orientation Promotion Department, valid responses (n): 6,382 men and women aged 20 and older nationwide, implementation period: September 27 to October 1, 2024.

The recognition rate of plant-based foods and cellular foods (cultured meat) was found to be just under 40%. When asked about the image of plant-based foods without informing the survey respondents of the characteristics of alternative proteins, it was found that there is an image of 'higher prices' and 'not tasty' compared to regular meat or fish. On the other hand, when the characteristics of alternative proteins were explained to the respondents, about 70% answered that the ability to 'contribute to the problem of protein deficiency' would be a reason to 'want to eat' or 'somewhat want to eat'.
Regarding the expectations for plant-based foods and cellular foods (cultured meat), 'abundant protein content' and 'consideration for the global environment' were among the top responses. It was also found that koji and algae have a high level of expectation in terms of 'high nutritional value' and 'deliciousness'.
※1 Plant-based foods: These are foods made primarily from plant-derived ingredients such as soybeans and wheat. They include alternatives to meat (including soy meat), alternative seafood, and oat milk refined from oats, which replicate the texture and flavor of meat and fish.
※2 Koji: It is rich in protein and dietary fiber, and it is said to enable stable production as it is produced in a controlled environment regarding temperature and other factors.
※3 Algae: They absorb CO2 for growth, contributing to initiatives towards carbon neutrality. They are rich in protein and dietary fiber, and their utilization as food is being considered.
※4 Cellular foods (cultured meat): These refer to products that aim to produce something similar to conventional meat by artificially culturing small amounts of cells taken from animals such as cattle.
※5 Characteristics of alternative proteins: 'Can contribute to the problem of protein deficiency', 'Can contribute to environmental issues', 'Is animal welfare'.

Q Please select the most applicable option for each of the following. (n=6,382)

Q What kind of image do you have of plant-based food compared to regular meat or fish?
Please select the option that best applies to each. (n=332)

Q Please look at the image below and answer. Do the characteristics of the following plant-based foods give you reasons to want to eat them? Please select the one that applies the most to each. (n=332)

▼ Information Given to Respondents (Image Below)

Q Please select all applicable points of expectation for plant-based foods. (n=332)

Q Please select all applicable points of expectation for cellular foods (cultured meat). (n=313)

Q Please select all applicable points regarding expectations for koji. (n=336)

Q Please select all applicable points regarding expectations for algae. (n=337)