2026植物基增长蓝图实现蛋白质多元化的商业机遇报告

INTRODUCTION 引言 This blueprint brings together market analysis, storeaudit findings and industry conversations to build aretailer-first view of the plant-based category in theUK. 02How effectively is the category beingactivated in store?The store audits assessed whether plant-based 这份蓝皮书整合了市场分析、门店审计结果与行业访谈内容，从零售商优先视角呈现英国植物基品类的现状。 02
该品类在门店的动销效果如何？门店审核不仅评估了植物基产品是否有备货，还评估了产品是否醒目、标识化引导、合理设置邻近陈列，以及是否有宣传物料支持，帮助消费者发现并购买产品。 products are not only stocked, but also visible,signposted, connected to relevant adjacencies andsupported by communication that helps shoppersdiscover and buy them. The work was designed to move beyond broadclaims about plant-based growth or decline, andinstead look at what is happening across thecategory in more commercial terms: where demandis still visible, where performance differs by sub-category, how products are being presented in store,and which barriers are most likely to affect futureinvestment. 本次研究旨在跳出关于植物基产业增长或衰退的泛泛论断，转而从更商业化的角度审视该品类的整体现状：厘清需求仍存在的领域、各子品类的业绩差异、产品在门店的陈列方式，以及最有可能影响未来投资的阻碍因素。 03What would make the category moreinvestable for retailers?The industry conversations explored the practical 03
哪些因素能让该品类对零售商更具备投资价值？行业访谈探究了植物基产业增长背后的实际情况，包括货架策略、价值感知、健康与品质标识、品类管理权、促销、衡量以及共享学习的作用。 realities behind plant-based growth, includingfixture strategy, value perception, health and qualitycues, category ownership, promotion, measurementand the role of shared learning. The evidence base included desk research acrossmarket reports and public sources, product-levelanalysis of chilled dairy and meat alternatives, rapidstore audits across ten UK retailers, and structuredconversations with industry stakeholders to testassumptions about category performance,activation, barriers and growth opportunities. 本次研究的证据基础包括：覆盖市场报告与公开来源的案头研究、针对冷藏乳制品与植物肉替代产品的产品层面分析、覆盖十家英国零售商的快速门店审核，以及与行业利益相关方的结构化访谈，以此验证关于品类业绩、市场激活、发展阻碍与增长机会的各类假设。 This blueprint uses those inputs to identify whereplant-based is already working, where activation isunder-developed, and which growth plays retailerscan pull to move the category from availabilitytowards stronger discovery, usage, repeat purchaseand long-term category confidence. 本蓝皮书基于上述信息，明确植物基目前在哪些领域已经发展成熟，哪些领域的市场激活仍有待完善，同时指出零售商可采取哪些增长策略，推动该品类从提升铺货率转向强化产品发现、使用、复购并建立长期品类信心。 The analysis focused on three connected questions: 本次分析围绕三个相互关联的问题展开： 01 Where is plant-based still showingcommercial momentum? 01
植物基领域目前仍有商业增长动力的板块在哪里？在植物肉替代产品、乳制品替代品和原料导向蛋白这几个品类中，市场表现并不统一。本次研究梳理了市场中哪些板块正面临压力、哪些正在趋稳，以及哪些呈现出更强劲的增长信号。 Across meat alternatives, dairy alternatives andingredient-led proteins, the picture is not uniform.The work looked at which parts of the market areunder pressure, which are stabilising, and which areshowing stronger growth signals. Terminology 术语表 Meat alternatives:direct meat substitutes oranalogues e.g. “plant-based chick’n strips” 植物肉替代产品：直接的肉类替代品或模拟肉产品，例如“植物基鸡肉条” Dairy alternatives:oat/soy/almond/other plant-basedmilks, yoghurts, and cheeses 乳制品替代品：燕麦/大豆/杏仁/其他植物基奶、酸奶以及奶酪 Ingredient-led proteins:ingredients that are proteinsources but not directly mimicking meat, includingbeans, pulses, tofu and tempeh 原料导向蛋白：属于蛋白质来源但不直接模拟肉类的原料，包括豆子、杂豆、豆腐和天贝 THE PLANT-BASED CATEGORY ISENTERING A NEW COMMERCIAL PHASE 植物基品类正迈入全新商业阶段 The UK plant-based market is showing positive signs of resurgence and sustained long-term growth when lookedat with a nuanced commercial lens (Systemiq & ProVeg, 2026). In recent years, traditional meat alternatives havecome under pressure, particularly where products are affected by concerns around price, taste, processing andvalue, however recent reports show growth in some sub-categories (Tesco, 2026), while other parts of the markethave shown consistentmomentum. Dairy alternatives remain established and continue to perform in keyformats, while ingredient-led proteins (tofu, tempeh, beans and pulses) are gaining traction with shoppers lookingfor protein, fibre, value, scratch-cooking options and recognisable ingredients. 从细致的商业视角来看，英国植物基市场已显现出复苏和长期持续增长的积极信号（Systemiq
&
ProVeg，2026）。近年来，传统肉类替代产品承受着增长压力，尤其是这类产品受消费者对价格、口感、加工工艺及价值的担忧影响较大，但最新报告显示部分子类别已实现增长（乐购，2026），该市场的其他细分领域也保持了稳定发展势头。乳制品替代品仍占据稳定市场地位，在主流渠道表现持续亮眼，而原料导向蛋白（豆腐、天贝、豆类和杂豆）则越发受到追求蛋白质、膳食纤维、性价比、从零开始烹饪选项与常见配料的消费者青睐。 The commercial opportunity has therefore become more diversified. Plant-based can no longer be treated as onebroad category with one growth strategy, as meat alternatives, dairy alternatives and ingredient-led proteins nowplay different roles in the basket, sit at different stages of maturity and require different forms of activation. 因此，商业机会变得更加多元。植物基不能再被当作一个笼统品类、用一套增长战略来经营，因为植物肉替代产品、乳制品替代品和原料导向蛋白如今在购物篮中扮演着不同角色，处于不同的成熟阶段，需要不同形式的市场激活。 Plant-based products are widely stocked across UK supermarkets, but signposting, meal-occasion framing,shopper communication and category adjacencies remain inconsistent, which means the shopping experienceoften works only for consumers who already buy in the category, and fails to convert new customers. 植物基产品现已在英国超市广泛铺货，但引导标识、用餐场景定