Alternative proteins: Consumer Perceptions of Current and Future Innovations

Animal-based protein is deeply embedded in culture, routine and identity. As health and wellbeing narratives increasingly encourage higher protein intake, alternative proteins are being positioned as solutions to sustainability and food system challenges. To achieve mainstream acceptance, it is essential to understand how consumers feel about different protein sources – from familiar plant-based options to emerging technologies.

These two companion reports, developed in collaboration with EIT Food partner, Carbery, provide insight into how the food industry, innovators and policymakers can support a protein transition that aligns with consumer values and everyday realities.

• Consumer Perceptions of Proteins for the Future examines how consumers currently view a wide range of alternative proteins, revealing what drives trust, preference and resistance across low- and high-tech options.
• Future Scenarios for Alternative Proteins explores how consumers respond to different visions of the protein system in 2035. Using scenario-based research, the study examines consumer reactions to futures dominated by high- and low-tech innovation and policy-driven protein transitions

Together, the reports offer practical guidance on how to design and communicate protein strategies that balance innovation with familiarity and trust – helping bridge the gap between consumer curiosity and long-term adoption.

If you would like to explore how these insights apply to your organisation, innovation strategy or policy context, please get in touch via co@eitfood.eu.

You can find further insights from the Consumer Observatory on consumer attitudes towards alternative proteins in the following studies: 

• Consumer perceptions of (alternative) proteins
• Boosting consumer uptake of sustainable meat alternatives 

The EIT Food Protein Diversification Think Tank is working to bring protein diversification to the mainstream for people and planet. Learn more here.

Find out more about the Consumer Observatory.
Download our reports disclaimer.