LIKE-A-PRO Living Labs choice expansion factsheet. Making alternative proteins easier to adopt

This choice expansion factsheet explores how expanding the range of alternative protein options can make them easier for consumers to adopt in everyday life. It draws on the LIKE-A-PRO Living Labs with 3,729 consumers across 11 European countries. The results show that consumers are more willing to try and repeatedly choose alternative proteins when they fit familiar meals, taste good, are convenient and accessible, and are supported by clear and trustworthy information. Positive experiences, such as tastings and recommendations, can further build familiarity and confidence. The findings highlight the importance of making alternative proteins appealing, practical and easy to integrate into everyday food choices.