Alternative Proteins

Consumer Perceptions of Current and Future Innovations

Animal-based protein is deeply embedded in culture, routine and identity. Health and wellbeing narratives are also encouraging higher protein intake, while alternative proteins are being positioned as solutions to sustainability and food system challenges.

As part of our work with EIT Food’s Consumer Observatory, we developed two research reports in collaboration with EIT Food partner, Carbery. These reports provide insight into how the food industry, innovators and policymakers can support a protein transition that aligns with consumer values and everyday realities.

These reports include some of the first consumer insights on cutting-edge innovative proteins yet to reach the market. Together, the reports offer practical guidance on how to position alternative proteins to balance innovation with familiarity and trust.

Consumer Perceptions of Proteins for the Future

The report examines how consumers currently view a wide range of alternative proteins, revealing what drives trust, preference and resistance across low- and high-tech options.

The report delivers consumer insights on:

Legumes
Fungi & mycoproteins
Micro- & macro-algae
Precision fermentation
Cultivated meat & seafood
Plant molecular farming

Future Scenarios for Alternative Proteins

Our second report xplores 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.

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

Feedback on our work

“The Consumer Observatory study was instrumental in shaping Carbery’s understanding of the future of protein diversification. providing really different insights on consumer perceptions, motivations, and expectations around different protein sources. Their unique research approach delves into how consumers are really viewing these new protein options, and also how that differs across regions and demographics.”

Sarah O’Neill, Global Strategy Director, Carbery

About the reports

Both reports — “Consumer Perceptions of proteins for the Future” and “Future Scenarios for Alternative Proteins” — are available here.

For all media requests including access to the full reports, please contact: consumerobservatory-eitfood@greenhouse.agency

About EIT Food Consumer Observatory

Powered by EIT food, the Consumer Observatory brings together research and consumer insight organisations to produce bespoke research and unique insights from the agrifood community. Its goal is to maximise the impact of consumer insights on agrifood topics, providing greater knowledge and guidance to stakeholders, educators, policymakers, and businesses, ultimately driving informed, consumer-focused change in the agrifood system.

Supported by the European Institute of Innovation and Technology (EIT), a body of the European Union, EIT Food is the world’s largest and most dynamic food innovation community. It accelerates innovation to build a future-fit food system that produces healthy and sustainable food for all.   

We can help you to optimise your product or service, by offering real feedback from real consumers. Find out more here.

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We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.

We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.