Our LIKE A PRO Living Labs Reveal What Drives Consumer Choices in Alternative Proteins Alternative proteins, such as plant-based, fermentation-derived or insect-based products, offer promising pathways toward more sustainable and healthy food systems. But understanding how consumers perceive and choose these products is essential if we want them to become part of everyday diets. Our recent LIKE A PRO workshops shed light on how consumers perceive alternative proteins, food labels, and the environment in which they make decisions. The third round of the Living Labs was conducted by the CSCP in two different locations in Germany to explore how consumers perceive food labels and how food environments may influence their decisions. We collaborated with first-year students at a vocational school for dieticians in Ratingen to explore how food environments—from supermarket shelves to restaurant menus—influence the visibility and acceptance of alternative proteins. Clear visual cues, familiar packaging, and subtle integration into existing menus helped make these products more accessible and appealing. However, concerns remained around unfamiliar ingredients, high prices and forceful marketing practices. In another session, we focused on food labels. While awareness was high, trust remained relatively low. Students valued transparency and credibility and highlighted the desire for more clarity around certification standards and the impact of product processing. At a different venue, a weekly farmers’ market in Solingen, we spoke with a diverse group of consumers. Appearance, packaging and ingredients were the most important deciding factors. Reactions varied across generations — older adults tended to be more sceptical about edible insects, while younger participants showed greater curiosity and openness toward novel food products. The participants had limited trust in labels, wishing for more transparent and straightforward guidance, especially when it comes to sustainability claims. Across all three sessions, it was evident that consumers are open to alternative proteins if the products are easy to identify, transparently labelled and fit seamlessly into familiar food settings. Looking ahead, the LIKE A PRO Living Labs will continue in early Summer 2025, where we look forward to shaping the future of food together with you! If you’d like to be involved as a participant or a host, please reach out to Jennifer Wiegard for further information. For questions on the project and living labs across the 11 European countries, please contact Arlind Xhelili.