New on the plate: Rethinking protein with consumers in mind
A new blog series from the EIT Food Protein Diversification Think Tank exploring how consumers perceive and interact with alternative proteins – from algae to cultivated meat.
Across Europe, people are eating more protein than they need – yet demand keeps growing. Why?
Because protein is no longer just a nutrient. It’s a signal of health, strength, energy – and increasingly, of values. For many, eating less meat is tied to concerns about wellbeing, climate change, and animal welfare. But the story is far from uniform.
Protein is now one of the most visible ingredients in food marketing. Consumers actively seek it out, with 42% identifying it as the most important component of a meal. At the same time, most Europeans already consume more than the daily amount recommended by EFSA. This paradox – of overconsumption paired with growing demand – reveals just how culturally and emotionally charged protein has become.
As new sources of protein emerge – from legumes and algae to mycoprotein, insects, and cultivated meat – understanding consumer behaviour is more important than ever. What drives people to try something new? What stops them? And how can we tailor our strategies to different types of consumers, with different motivations and concerns?
Source: http://chartsbin.com/view/1155
This blog series from the EIT Food Protein Diversification Think Tank explores these questions. Building on insights from the EIT Food Consumer Observatory and the Think Tank’s ongoing research – which began with the 2022 White Paper on Protein Diversification – we examine how perceptions, habits and expectations shape the transition to more diverse, sustainable protein choices.
Each entry in the series focuses on a specific source of protein and the unique challenges and opportunities it presents. Because if we want a food system that’s healthier, fairer and fit for the future, we need to start with what’s already on people’s plates – and what they’re willing to put there next.
Right below, you’ll find blog posts dedicated to specific alternative protein sources
We are starting with algae. Click below to read the article.
Plant-based meat – from boom to business reality
What if your steak never saw a farm?
Pulses and legumes
Fungi and mycoprotein
Algae and algae-based products
More blog posts
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