Increasing the consumption of plant-based food products

In the pursuit of long-term human and planetary health, the protein transition is all about driving, and consolidating, the shift towards more sustainable protein consumption. This paradigm shift calls for adequate products, interventions and supportive policies. And, despite the expansion of alternative protein options, the consumption of meat and dairy has barely decreased.

As a food industry player or policymaker, you may be unsure how to play your part in contributing to the protein transition. Where are your plant-based protein products most suitable, and for whom? What does the ratio of 60% plant-based vs 40% animal-based protein look like on the consumer’s plate? Is the rise of meat and dairy substitutes a temporary trend or a permanent shift? And how can you enhance the sensory quality and acceptance of your plant-based foods? We deliver the answers to these questions and more, resulting in actionable insights.

Guiding change in protein consumption through behavioural insights

We uncover behavioural insights that drive consumers towards healthier, more sustainable diets through alternative protein consumption.

Our unique expertise in food consumer research, particularly focused on alternative proteins, allows us to:

  • Extract underlying factors (motives, e.g. health, sustainability, taste and barriers) influencing (alternative) protein consumption patterns, and monitor their evolution
  • Based on those insights, design and test behavioural intervention strategies to increase motivation, ability and opportunities for different target consumer groups (such as the elderly, meat eaters, etc.) and in different contexts (at home, at restaurants, in stores, etc.)
  • Measure sensory characteristics, liking and acceptance of alternative protein products and, drawing on knowledge of product properties and food technology, provide guidance for further product optimisation.

This expertise makes us a partner of choice to navigate the protein transition.

Why choose the Wageningen consumer research group?

  • Long track record: over 50 studies conducted for governments and private organisations.
  • Sensory expertise: a trained sensory panel (flavour, taste, texture) for meat analogues and a consumer panel evaluating products in various settings, such as at home, in the lab and in real-life environments.
  • Partner in food technology: a team of food technologists to support you in concept development for your meat alternatives and to measure their acceptability in consumer studies.
  • Extensive network: we bring together governments, other public organisations and private companies to work effectively together on the protein transition.
  • Multidisciplinary collaboration with experts: covering multiple aspects of the protein transition, such as the impact on human health and planetary health.