Will new and novel proteins eat New Zealand’s conventional lunch? OR is there room for both? – As the growth in the consumption of protein increases, the ‘race’ is on to find the next scalable source of sustainable protein.
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The demand for protein continues to grow worldwide.
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Rapid rise in new and novel protein, especially dairy, demonstrates consumer appetite for alternatives.
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Recent failure of new and novel protein companies shows displacing conventional sources is harder than predicted.
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New Zealand is uniquely placed to succeed in some classes and should avoid others.
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Four types of new and novel proteins are advantageous for New Zealand and highly competitive on a global scale.
