GIANT LEAPS Policy Brief 4 Consumer insights to encourage the dietary shift

This policy paper, intiated by the Horizon Europe GIANT LEAPS project (grant no. 101059632), aims to provide a perspective on consumer acceptance in relation to a dietary shift from animal-based to alternative proteins. In recent years, many meat, milk, cheese, or yogurt alternatives based on alternative protein sources have been introduced into the European market. However, the current prevalence of diets based on plant-based proteins in Europe is low. Consumer acceptance of alternative proteins plays a decisive role in whether the dietary shift will accelerate in the future, thereby determining the possible impacts on population health and environmental parameters. While there are some enthusiastic consumers, the general population seems sceptical of alternative proteins. To promote the transition to alternative proteins, it is important to recognise that food consumption is profoundly influenced by culture and habits. Reservations of consumers regarding alternative proteins need to be addressed for the dietary shift to be successful.