A cross-cultural study on the consumer perception and acceptance of grass-derived ingredients in Denmark and Austria

As a consequence of the growth of the global demand for sustainable protein sources, legume grass concentrate (LGC), derived from clover grass, emerges as a promising alternative. This study constitutes the first cross-cultural study on grass-derived protein for human consumption and explores consumer perceptions and attitudes towards LGC in Austria and Denmark, employing an exploratory sequential mixed-methods design. Focus group discussions (total n = 10) revealed key drivers of acceptance, including perceived health benefits, organic labelling, and clear packaging, while barriers included unfamiliarity, potential price, and lack of knowledge. These insights informed a cross-national online survey ( n = 300), which assessed awareness, food values, behaviour and familiarity, attitudes, and willingness to consume LGC. Results showed generally positive perceptions, with participants in Austria expressing greater interest and trust in LGC than the participants in Denmark ( p > 0.001). Ordinal regression showed that awareness and acceptance were significantly associated with higher education and larger household size, while age negatively influenced willingness to try. Despite moderate willingness to consume LGC, participants were reluctant to pay a premium. Both smoothies and savoury applications such asbread, and cereals, were preferred over other sweet formats. The findings underscore the importance of sensory appeal, affordability, and transparent communication in promoting novel protein ingredients. This research contributes to understanding cross-cultural consumer responses to emerging plant-based proteins and informs strategies for sustainable food innovation. • Austrians showed higher trust and interest in LGC than Danes. • Age reduced willingness to try grass-derived protein. • Consumers preferred savoury uses like bread, cereals, smoothies. • Most were unwilling to pay extra despite positive attitudes.