A new study, published in the journal Appetite, examines how consumers in seven Northern and Baltic European countries prioritise different alternative protein sources. The research was carried out by Arturo Turillazzi, Sofia Lundberg, and Federico J.A. Perez-Cueto at Umeå University in Sweden, as part of the EU-funded LOCALITY project.
What the Study Looked At
Alternative proteins, such as plant-based, fungi-based, algae-based, cultivated, and insect-derived products, are being promoted across Europe as part of a shift towards more sustainable diets. Most existing research looks at these protein sources one at a time. This study instead asked people to compare them directly.
The researchers surveyed in total 4,671 respondents in Estonia, Finland, Germany, Lithuania, Norway, Poland, and Sweden. Each participant ranked six alternative protein sources from most to least preferred:
- Fermented plant-based proteins
- Cultivated meat and dairy
- Fungi-based proteins
- Algae-based proteins
- Insect-based proteins
- Extruded plant proteins (plant proteins processed to resemble the texture of meat)
What They Found
Fermented plant-based proteins were selected most often as the top choice, by 34% of respondents. Cultivated meat and dairy followed, chosen first by 23% of respondents. Extruded plant proteins came next at 19%, then fungi-based proteins at 14%, and algae-based proteins at 8%. Insect-based proteins were chosen first least often, by 3% of respondents.
Four Different Groups of Consumers
Using cluster analysis, the researchers identified four distinct preference profiles among respondents:
- A group that favours both fermented and fungi-based proteins.
- A group that favours fungi-based proteins in particular.
- A group that favours cultivated proteins.
- A group that favours fermented proteins.
No separate group emerged around algae-based or insect-based proteins as a primary preference. This means that, across the sample, algae and insects did not stand out as the main choice for any distinct consumer segment.
What Predicts Which Group Someone Belongs To
The researchers also looked at what characteristics were linked to belonging to each group. Age, gender, and country of residence showed some associations, but these were not always consistent. Personal values and attitudes towards specific protein sources were more consistently linked to group membership. For example, people who held more positive views of cultivated proteins were more likely to belong to the group that prefers cultivated proteins, regardless of their age or where they lived.
Why This Matters
Food systems account for a substantial share of global greenhouse gas emissions, and increasing the availability of alternative proteins is part of the EU’s strategy for more sustainable diets. Because the study finds that consumers do not share one common pattern of preferences, the authors suggest that communication, product development, and policy on alternative proteins may benefit from taking these different consumer groups into account, rather than treating all alternative proteins as a single category aimed at a single audience.
Study reference: Turillazzi, A., Lundberg, S., & Perez-Cueto, F.J.A. (2026). How consumers prioritise alternative protein sources: Evidence from seven Northern and Baltic European countries. Appetite, 228, 108770. https://doi.org/10.1016/j.appet.2026.108770
This article is open access, published under a CC BY 4.0 licence. The research was conducted as part of the EU-funded LOCALITY project (Grant Agreement 101112884), which supports the development of sustainable, circular food value chains, including algae-based products.