Drivers and Barriers of Alternative Protein Consumption in Europe What motivates people to choose new protein options and what holds them back? Across 11 European countries, consumers explored how changes in choice, environment, communication and culture can shift diets toward alternative proteins. The results reveal what it takes for sustainable alternative proteins to become a realistic everyday choice. The transition toward healthier and more sustainable diets is high on Europe’s agenda, yet, progress depends on whether citizens are willing and enabled to choose differently. To better understand these real-world dynamics, the EU-funded project, LIKE-A-PRO launched a series of Living Labs in 11 countries (Norway, Denmark, Finland, the Netherlands, Poland, Slovenia, Greece, Germany, Spain, Turkey, and Italy). These Labs engaged citizens directly in familiar consumption contexts such as supermarkets, canteens, homes, and neighbourhoods, turning everyday food decisions into learning moments. Participants explored how alternative proteins fit into their lifestyles through guided discovery, sensory testing, and co-creation, revealing what truly influences choices. A full detailed overview of the LIKE-A-PRO Living Labs process has been outlined in the Living Labs Governance Framework and Living Labs Implementation Manual reports. Drawing on the Consumer Choice Framework, each Living Lab iteration uncovered critical behavioural insights. Some of these are summarised below: Choice editing – editing the portfolio of available products Participants supported reducing the prominence of high footprint foods, particularly when the intention and benefits were clear. Limiting less sustainable options, for example in buffet layouts or store aisles, helped reduce “auto-pilot” decisions shaped by habit and brand loyalty. Importantly, fairness and freedom of choice remained non-negotiable values. Choice expansion – making better options visible and viable Consumers’ willingness to buy increased significantly when alternative proteins were easy to find, well-marketed, and priced competitively. Curiosity grew when products looked, tasted, and could be cooked like familiar favourites, enabling a shift without requiring a lifestyle overhaul. Participants stressed that novelty is exciting when rooted in familiarity. Choice environment – guiding consumers with confidence and curiosity Taste-first experiences, such as sampling or cooking demos, helped overcome initial hesitation. Social proof (“others are choosing this”) boosted confidence, especially among more cautious consumers. Clear, credible information on labels and at point-of-sale was shown to build trust, while excessive detail led to confusion and disengagement. Beyond choice – embracing identity, culture and emotion Food traditions strongly shape what feels “right.” Participants welcomed sustainable options that complemented local cuisines rather than replacing them. Positive and empowering narratives such flavour, enjoyment, pride were preferred over loss-based approaches. Ultimately, the findings of our LIKE-A-PRO iterations suggest that long-term shifts to sustainable diets will succeed not by asking consumers to abandon their lifestyles altogether, but rather by enabling them to eat sustainable diets that are still authentic, culturally relevant, and joyful. “It has to taste great first — sustainability comes next”, noted a Living Lab participant from Spain. The full set of insights, including country differences and detailed preference trends, is now available in the Living Lab Insight Report, a useful resource for businesses designing new products, policymakers shaping food strategies, and communities aiming to improve everyday wellbeing. These findings are already shaping the next phase: behavioural pilots that will test promising real-life interventions in homes, canteens, and retail environments, alongside new governance mechanisms to support local adoption and long-term uptake. Europeans are ready to put sustainable food on their plates. The question now is: (how) will the food system keep up? For more information and collaboration opportunities, please contact Arlind Xhelili. Photo by Nathan Dumlao on Unsplash.