The LIKE-A-PRO project has released a new policy brief, “Changing Habits and Defaults: Behavioural Tools for the Protein Transition”, offering fresh insights into how behavioural tools can accelerate Europe’s shift towards sustainable protein consumption.
Despite the growing availability of alternative proteins, traditional meat and dairy remain dominant in European diets. The brief argues that product innovation alone is not enough; entrenched habits and routines must also be addressed. Nudging, subtle changes in the food environment, such as altering default menu options or product placement, emerges as a cost-effective and scalable solution to encourage healthier, more sustainable choices without restricting consumer freedom.
Drawing on the LIKE-A-PRO Transition Arena, which brought together over 50 food system stakeholders from 22 countries, the brief calls for collective action and sets out five key recommendations:
Strengthen behavioural approaches in institutional food policy and public procurement
Support retailers and food service providers in redesigning choice contexts
Integrate nudging thinking into EU food policies
Improve the knowledge base and exchange best practices
Promote behavioural tools that serve the public interest
The brief concludes that small changes in how choices are presented can have a significant impact, helping alternative proteins become a normal part of everyday diets. It urges policymakers, businesses, and consumers to work together, ensuring that sustainable options are visible, accessible, and simply normal.
Read the full policy brief to unfold the recommendation.