LIKE-A-PRO Living Labs choice environment factsheet. Making alternative proteins easier to notice and choose

The choice environment factsheet explores how food environments can make alternative proteins easier to notice, compare and choose. It draws on the LIKE-A-PRO Living Labs involving 3,729 consumers in 11 European countries. Findings show that visibility, convenient placement and presenting alternative proteins as a normal part of everyday food settings can encourage trial. Supportive nudges, recommendations and tastings can further build confidence, while clear labels and trustworthy information help consumers make informed decisions. Overall, the results suggest that well-designed food environments can support alternative protein uptake when they combine easy access and positive experiences with transparency and continued consumer choice.