For Singapore’s Meat-Eaters, Blended Proteins Are Way More Inviting Than Plant-Based Alternatives
Anay Mridul | Green Queen | 4 November 2025
Over nine in 10 Singaporeans say they’d replace a portion of their meat with blended proteins, with one product outperforming 100% chicken mince on taste.
Combining meat with plants in a best-of-both-worlds approach is gaining favour in the west, and a new study signals a growing appetite for these proteins in Asia too.
For 88% of omnivores in Singapore, eating meat is a critical part of their normal routine. Yet 91% say they would replace at least some portion of their consumption with blended proteins – and taste is the most important lever.
The state’s Agency of Science, Technology and Research’s (A*STAR) Singapore Institute of Food and Biotechnology Innovation institute conducted the blind taste test, which was commissioned by the Good Food Institute (GFI) APAC and sensory research firm Nectar.
Though only 58% of participants said they would likely buy “balanced proteins” (versus 95% who echoed the sentiment for meat), this is significantly higher than the interest in plant-based meat (38%).
“Balanced proteins appeal far beyond the current plant-based audience,” Nectar director Caroline Cotto tells Green Queen. “93% of Southeast Asian consumers are interested in trying balanced products, including three-quarters who had no intention to buy fully plant-based meat again.
“The category unlocks a markedly wider segment: 50% of likely balanced protein buyers had low intent to purchase plant-based meat. The APAC data illustrates that by leveraging familiarity – upgrading traditional meat formats rather than swapping them out – companies can attract mainstream consumers, including flexitarians and “meat eaters” who wouldn’t typically consider pure plant-based alternatives.
“This incremental approach fits Asia’s rising protein demand and culinary culture, where dishes often blend plant and animal proteins naturally.”
Q Protein’s blended meat outperforms 100% chicken mince
The research included 20 blended meat products and 10 animal and plant proteins each. It found that 81% of consumers liked the 100% meat option, and this rose to 85% for the leading balanced protein SKU.
This is the chicken-soy mince product created by Q Protein, a collaboration between Quality Meat, Cremer Sustainable Foods, and Temasek subsidiary Nurasa. In taste tests, 41% of Singaporeans preferred it over 100% chicken mince, compared to 29% who liked the latter more.
“The success reveals the potential for achieving not just parity, but sensory advantage through blending. This is a compelling argument for incremental ‘step changes’ rather than radical innovation.
The optimal blend ratio (30–50% plant proteins) preserves the sensory familiarity of meat, while embedding nutritional upgrades,” says Cotto.
“Co-development between conventional and alternative protein experts, plus strong local manufacturing, ensures better regional flavour and ingredient alignment. Q Protein’s case highlights that with modest R&D investment, balanced proteins can win on taste, drive health benefits, and unlock sustainable growth in meat-centric markets.”
Several other blended meats were close to taste parity with their conventional counterparts, including chicken chunks and beef mince, both of which were within 0.2 points of liking with the 100% animal version on a seven-point scale.
