What do Europeans think about alternative proteins? What motivates them to try new protein sources, and what barriers still stand in the way of wider adoption? A new LIKE-A-PRO report called "LIKE-A-PRO’s Living Labs. Consumer Insights Dataset", provides answers to these questions and more.
Drawing on consumer engagement activities conducted through the project's Living Labs in 11 European countries, the report offers a unique overview of consumer perceptions, behaviours and preferences regarding alternative proteins across diverse cultural and social contexts.
The report explores how consumers perceive different alternative protein products, what drives their food choices, and how various interventions can influence purchasing and consumption behaviour. It also presents practical lessons learned from implementing Living Labs across Europe, providing valuable insights for researchers, policymakers, food businesses and other stakeholders interested in accelerating the protein transition.
By combining country-specific findings with cross-European perspectives, the dataset contributes to a deeper understanding of the opportunities and challenges associated with making alternative proteins more accessible, attractive and mainstream. The findings can help inform future innovation, communication strategies, policy development and market actions.
Whether you are working in research, industry, policy or education, this report offers valuable evidence-based insights into the evolving landscape of alternative proteins in Europe.