Demand for plant-based protein foods is surging in Asia, suppliers say, as suspicion over animal meat drives consumers to rethink diets.

Plant-based alternatives are still relatively small fry compared to Asia’s giant meat supply chain.

China remains the world’s biggest consumer of meat, generating $170 billion annually, according to Euromonitor.

On that scale, meat will reign supreme for many years to come from people like Hong Kong-based fitness trainer Mike Lee.

"Because of this outbreak, people have started paying more attention to their diet and health, as they are now more afraid of getting sick. One year ago, when we were sick, no matter whether it was cold, flu or fever, we still went out with friends and ate hotpot together with no problem at all. But now if you have a mild sore throat, when you cough a bit, people next to you will jump 10 meters away from you."

Consultancy Euromonitor predicted last year that China’s "free from meat" market would be worth nearly $12 billion by 2023, up from just under $10 billion in 2018.

That had already attracted interest from leading U.S. players, like Beyond Meat and Impossible Foods.

Starbucks and Yum China’s KFC announced this week plans for plant-based product promotions.

Green Monday supplies Beyond Meat products across the region.

David Yeung is the founder:

"As people have time to read more and research more about pandemics, they finally realise that over 75% of infectious diseases are transmitted from animals to human beings. Coronavirus is not the first, and sadly, it also won't be the last unless we overhaul our food system."