As health consciousness grows and interest in plant-based foods (PBF) rises, the Japan Soy Meat Association was established in September 2023 by five founding soy meat manufacturers. Although Japan’s soy meat consumption remains lower than in Europe and the United States, soy meat dishes have gained consistent support among fixed customer groups at supermarkets, restaurant chains, and burger chains, gradually becoming recognized as next-generation foods.
In this dialogue, Junya Suzuki, Manager (Development Department, Research and Development Headquarters, concurrently in charge of Overseas Development and Product Development) at Marukome, leading company in soy meat industry, joined by Japan Steel Works (JSW, a new full member of the Association since August) representatives—Yusuke Ikeda, Branch Manager of the Resin Machinery Division’s East Japan Office, and Mitsuhide Umeda of the Innovation Management Headquarters’ Advanced Technology Research Institute, Molding and Processing Group—discussed current market perceptions and future prospects of soy meat.
Market at a “Plateau”
…Could you tell us about each company’s initiatives related to soy meat?
Marukome: As part of our B2C business, we launched the “Soy Meat” series in 2015 and began expanding diverse products under the “DAIZU LABO” brand. By developing “Soy Meat” across multiple categories, we have proposed new possibilities for soy and reached out to consumers. In addition, we operate a B2B business that supplies soy meat raw materials for processing use to other companies.
JSW: We manufacture food-production extruders required in the soy meat manufacturing process. While extruders have traditionally been used for plastic processing, we began producing food-use models—including soy meat applications—in 1987. In August 2025, we joined the Japan Soy Meat Association as a full member.
…How do you view the current soy meat market?
Marukome: The market appears to be at a plateau. According to market research, nearly 35% of consumers feel “there is no need to eat soy meat,” with leading opinions such as “it doesn’t taste good” and “it’s dry and lacks a meat-like texture.” These seem to be significant barriers. Japan’s long history with soy-based traditional foods—like tofu, natto, yuba, and ganmodoki—may contribute to soy meat’s conservative image.
JSW: Food manufacturers still face challenges investing in soy meat and see high hurdles. However, with global concerns about food crises, it is likely consumption of plant-based ingredients will grow in the future. We aim to expand our business by collaborating with manufacturers through the Japan Soy Meat Association.
Promoting Awareness Through “Food Education”
Marukome: Creating the right triggers is vital. We hold educational events featuring soy meat for elementary school children and parents as part of food education activities, introducing soy meat early to establish familiarity and lifelong fans.
JSW: That’s an interesting initiative. Our company also engages in plastic processing and reuses waste plastic as school lunch trays. Approaching soy meat from childhood from a sustainability and SDGs perspective is equally important.
Marukome: Soy meat is gaining attention as the “fourth type of meat” following beef, pork, and chicken. It is low in fat and cholesterol, high in protein and dietary fiber, and has less environmental impact than animal meat—hence it is recognized as a next-generation food. As sustainability and SDG lessons become standard in schools, introducing soy meat through food education is increasingly important.
In educational settings, we regularly conduct factory tours focusing on miso production. It would be interesting to add tours of soy meat factories to show what ingredients are used, how products are made, and how they are cooked—helping students deepen their understanding.
Building a Foundation for Market Expansion
…Although the soy meat market remains flat, how do you view its future potential?
Marukome: Since soy meat has not yet firmly taken root, the challenge lies in expanding the base through education and foodservice collaborations. Historically, soybean protein was used as a filler, but today the focus has shifted toward health consciousness. In Europe, using the terms “meat” or “milk” for plant-based foods is prohibited, and globally, concerns over “super-processed foods” (ultra-processed foods) are increasing. Consequently, simple, minimally processed plant-based foods are beginning to emerge as next-generation options.
Although distinct from global trends, Japan has a unique history with soy and I believe we can also include foods made from other plant-based beans as broader framework within the Association.
JSW: When considering soy meat’s future, defining the target audience is essential. It is recognized as a healthy food—so determining the target, such as athletes, may open new opportunities.
…What are your thoughts on the name “soy meat”?
Marukome: Naming is important. Like globally popular products such as “HOBO KANI” (almost crab) and “KANI KAMA” (crab sticks) the term “soy meat” should be reconsidered for the next generation. If members of the Association recognize naming strategy as a shared challenge and create synergy, new value through “co-creation” could emerge.
JSW: A new name may be necessary, but how we promote it—and with urgency—will be key.
…Lastly, your closing comments.
JSW: As a machinery manufacturer, we do not engage in flavor development but are working to reproduce texture and firmness through machine processing. We also possess software capable of condition-based simulations. Going forward, we hope to contribute to the growth of the soy meat industry.
Marukome: It has been three years since the Association’s establishment, but there still appear to be few opportunities for information exchange between food and machinery manufacturers. If both sides shared information at exhibitions, new developments could arise. Eventually, establishing a testing lab or sandbox-style facility would be fascinating.
