According to Gram Research analysis, European consumers don’t all prefer the same alternative proteins, a study of 4,671 people identified four distinct preference groups, with fermented proteins like tempeh ranking highest and insect-based proteins consistently lowest. Personal values and attitudes toward specific proteins predicted preferences better than age or income, suggesting that targeted marketing strategies work better than promoting all alternative proteins equally.
A new study of nearly 4,700 people across Northern and Baltic Europe reveals that consumers don’t all prefer the same alternative proteins. Researchers found four distinct groups with different favorite plant-based and lab-grown protein options. Fermented proteins like tempeh and miso topped the preference list, while insect-based proteins ranked last. Interestingly, what people valued in life, like environmental concerns or health, mattered more than age or income when predicting their protein preferences. These findings suggest that one-size-fits-all marketing for alternative proteins won’t work, and companies need different strategies for different consumer groups.
Key Statistics
A 2026 survey of 4,671 consumers across Northern and Baltic European countries found that fermented proteins were the most frequently prioritized alternative protein source, while insect-based proteins consistently ranked lowest across all consumer groups.
According to research reviewed by Gram, personal values and attitudes toward specific alternative proteins were stronger predictors of consumer preference patterns than socio-demographic characteristics like age, gender, or income.
The 2026 study identified four distinct consumer preference profiles for alternative proteins, demonstrating that consumers do not share a single pattern of preferences and that alternative protein sources are not prioritized equally across the population.
Among 4,671 European respondents, no distinct preference profile emerged around algae-based or insect-based proteins, indicating these novel protein sources have not yet captured consumer preference patterns the way fermented and fungi-based options have.
The Quick Take
- What they studied: Which types of alternative proteins (plant-based, lab-grown, fungi-based, algae-based, insect-based, and fermented options) do European consumers prefer most?
- Who participated: 4,671 people from seven Northern and Baltic European countries, with equal numbers of men and women, surveyed online about their protein preferences.
- Key finding: Consumers split into four distinct preference groups, with fermented proteins (like tempeh) most popular and insect proteins least popular. Personal values and attitudes toward specific proteins predicted preferences better than age or income.
- What it means for you: If you’re considering alternative proteins, you’re not alone in your preferences, many others share similar tastes. Food companies and governments should tailor their messaging about alternative proteins to different consumer groups rather than promoting all options equally.
The Research Details
Researchers surveyed 4,671 people online across seven Northern and Baltic European countries (including countries like Sweden, Denmark, and Lithuania). Participants ranked six different types of alternative proteins from most to least preferred. The researchers then used statistical analysis to identify which consumers had similar preference patterns, grouping them into clusters. They also examined whether factors like age, gender, income, education, personal values, and attitudes toward specific proteins could explain why people preferred certain proteins over others.
This approach is like sorting a large group of people into smaller teams based on what they have in common. Instead of assuming all Europeans want the same proteins, the researchers looked for natural groupings of people with similar tastes. They then investigated what characteristics defined each group, whether it was their age, their environmental values, or their openness to new foods.
Understanding that consumers have different preferences is crucial for making the shift to sustainable proteins work. If companies and governments try to promote all alternative proteins equally, they’ll likely fail to convince many people. By identifying distinct consumer groups with different preferences, this research shows that targeted approaches work better. For example, marketing fermented proteins might work well for one group, while cultivated (lab-grown) proteins might appeal to another. This insight helps make the transition to more sustainable food systems more realistic and achievable.
This study surveyed a large, representative sample of nearly 4,700 people across multiple countries, which strengthens the findings. The research was published in Appetite, a respected peer-reviewed journal focused on food and nutrition research. The statistical methods used (cluster analysis and logistic regression) are appropriate for identifying consumer groups and their characteristics. However, the study relied on online surveys, which may not capture people without internet access or those less comfortable with technology. The findings apply specifically to Northern and Baltic Europe and may not reflect preferences in other regions.
What the Results Show
The research identified four distinct consumer groups based on their protein preferences. The largest group preferred both fermented and fungi-based proteins (like tempeh, miso, and mushroom-based options). A second group focused specifically on fungi-based proteins. A third group showed strong preference for cultivated proteins (lab-grown meat). A fourth group prioritized fermented proteins above all others.
Fermented proteins consistently ranked highest across most groups, suggesting these familiar, traditional options feel most acceptable to European consumers. In stark contrast, insect-based proteins ranked lowest in nearly every group, indicating significant consumer resistance to eating insects, even if they’re sustainable.
Algae-based proteins didn’t create a distinct preference group, meaning consumers didn’t cluster around this option, some liked it, others didn’t, with no clear pattern. This suggests algae proteins haven’t yet captured consumer imagination the way other options have.
Personal values and attitudes toward specific proteins were stronger predictors of preference patterns than traditional demographic factors like age, gender, or income. This means that what someone believes about the environment, health, or trying new foods matters more than how old they are or how much money they earn. People’s openness to innovation and their environmental concerns significantly influenced which alternative proteins they preferred. Additionally, familiarity appeared to play a role, proteins that resembled traditional foods (like fermented options) were more readily accepted than completely novel options (like insects or algae).
Previous research suggested that alternative proteins would be adopted based mainly on demographic factors, younger people and higher-income consumers would adopt them first. This study challenges that assumption by showing that personal values and specific attitudes matter more. The finding that fermented proteins rank highest aligns with other research showing consumers prefer familiar, traditional foods. However, the strong rejection of insect proteins is consistent across multiple studies, suggesting this is a significant barrier to overcome in Western markets. The identification of distinct consumer segments is relatively novel and provides more nuanced insight than earlier studies that treated consumers as a single group.
The study surveyed only people in Northern and Baltic European countries, so findings may not apply to Southern Europe, Eastern Europe, or other regions with different food cultures. The online survey method may have excluded older adults or people less comfortable with technology. Ranking proteins in a survey doesn’t always predict actual purchasing or eating behavior, people may say they prefer one option but choose differently when shopping. The study didn’t examine price sensitivity, which significantly influences real-world food choices. Additionally, the research captured preferences at one point in time; consumer preferences may shift as alternative proteins become more familiar and available.
The Bottom Line
If you’re interested in sustainable proteins, start with fermented options like tempeh, miso, or fermented soy products: these have the broadest appeal and are easiest to find. Fungi-based proteins (mushroom-based meat alternatives) are also widely accepted and worth trying. If you’re environmentally motivated, cultivated (lab-grown) proteins are coming to market and may align with your values. Avoid assuming all alternative proteins will appeal to you equally; your personal values and attitudes toward specific options matter more than general trends. For companies and policymakers: develop targeted communication strategies for different consumer groups rather than one-size-fits-all campaigns.
Anyone interested in sustainable eating should understand these findings. Environmental advocates can use this research to make more effective arguments for specific proteins rather than promoting all alternatives equally. Food companies developing alternative proteins need this information to market effectively to different consumer segments. Policymakers supporting protein transitions should recognize that different regions and consumer groups require different approaches. Consumers curious about alternative proteins will benefit from understanding that their preferences are shared by others with similar values.
Trying a new protein source typically takes 3-5 exposures before people feel comfortable with it. If you’re new to alternative proteins, expect a gradual adjustment period. Widespread consumer adoption of alternative proteins in Europe may take 5-10 years as familiarity increases and more options become available and affordable. Personal preference shifts may happen faster (weeks to months) if you actively try new options and find ones that match your taste and values.
Frequently Asked Questions
What alternative proteins do Europeans prefer most?
Fermented proteins like tempeh and miso rank highest among European consumers, followed by fungi-based proteins such as mushroom alternatives. Insect-based proteins rank consistently lowest. A 2026 study of 4,671 people found four distinct preference groups, with fermented options appealing most broadly.
Does age or income determine which alternative proteins people choose?
No. Research shows personal values and attitudes toward specific proteins predict preferences better than age or income. Environmental concerns, health beliefs, and openness to new foods matter more than demographic factors in determining which sustainable proteins appeal to consumers.
Why don’t consumers like insect-based proteins?
The study didn’t investigate the specific reasons, but insect proteins ranked lowest across all consumer groups. Likely factors include unfamiliarity, cultural attitudes toward eating insects, and texture concerns. Fermented and fungi-based proteins ranked higher because they resemble more familiar traditional foods.
Should food companies promote all alternative proteins the same way?
No. The research shows consumers split into four distinct groups with different preferences. Companies and policymakers should develop targeted communication strategies for different consumer segments rather than one-size-fits-all campaigns promoting all alternative proteins equally.
Are these protein preferences the same everywhere in Europe?
This study examined only Northern and Baltic European countries. Preferences may differ in Southern or Eastern Europe due to different food cultures and traditions. The findings apply specifically to these regions and may not reflect preferences in other areas.
Want to Apply This Research?
- Log which alternative protein sources you try each week and rate them 1-5 for taste, texture, and how sustainable you feel eating them. Track which types (fermented, fungi, cultivated, algae, insect) you’re most likely to purchase and consume.
- Start with one fermented or fungi-based protein product this week (tempeh, miso, mushroom burger). Rate it honestly. Next week, try one product from a different category. Build a personal preference profile to identify which sustainable proteins work best for your tastes and values.
- Over 8-12 weeks, create your own preference profile by trying products from each category and tracking which ones you’d buy again. Monitor how your comfort level with alternative proteins changes as you gain familiarity. Note which personal values (environmental impact, health, taste) drive your choices most strongly.
This research describes consumer preferences for alternative proteins but does not make health or nutritional claims about any protein source. Individual nutritional needs vary; consult a registered dietitian or healthcare provider before making significant dietary changes. This study surveyed preferences in Northern and Baltic European countries and may not apply to other regions. Consumer preference surveys don’t always predict actual purchasing behavior. Always check product labels for nutritional information, allergens, and ingredients.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.
