Consumer Perceptions and Acceptance of Alternative Proteins: Demographic Insights from a Mediterranean Context

Alternative Proteins (APs) encompass various sustainable protein sources, including plant-based proteins, edible insects, and cultured meat, serving as substitutes for traditional animal-based options. As the global food system evolves to meet the demands of a growing population, understanding consumer perceptions is key to fostering dietary shifts. This study assessed consumer knowledge, awareness, and willingness to consume APs. An anonymous online survey was used for data collection in a cross-sectional study targeting consumers aged 16 to 80 years living in Malta. Ethical approval was obtained, and participants (N=479) were conveniently recruited through social media pages. Associations between demographic variables and AP perceptions were analysed using the Chi-squared test. Participants were predominantly female, aged 35-45 years, non-smokers, and well-educated. Participants were significantly more likely to understand the term 'edible insects' if they were younger (p=0.033) and male (p=0.004), while younger and highly educated individuals were more likely to perceive all APs as safe for consumption (p=0.001). The top motivators for trying APs were environmental sustainability (50.1%), health benefits (40.4%), and animal welfare (29%). Among APs, plant-based proteins were the most accepted, followed by cultured meat and edible insects. These findings highlight key demographic differences in consumer perceptions of APs and underscore the importance of addressing both knowledge gaps and motivational factors. Understanding the drivers and barriers influencing acceptance can inform strategies to encourage the adoption of sustainable dietary practices and support the integration of APs into mainstream food consumption, particularly within Mediterranean contexts.