Alternative proteins : a consumer survey

Abstract

Background: Alternative Proteins (APs) represent an array of protein sources aimed at providing sustainable substitutes to traditional animal-based options, including plant-based proteins, edible insects, and cultured meat. Recognising the necessity for the global food system to adapt to accommodate a growing population is crucial for inspiring dietary shifts. This study seeks to understand consumers' knowledge, awareness, and willingness regarding the consumption of APs. Methodology: The data collection tool used for this cross-sectional study was an online survey (Food Standards Agency, UK). The target population identified were consumers aged between 16 to 80 years living in Malta. Ethical clearance was obtained from the Faculty of Health Science Ethics Committee, and a convenient sample was obtained by disseminating the tool through social media platforms on groups and pages that granted permission. The Chi-squared test was used to determine associations between demographic variables and people’s perceptions of APs. Results: Participants (N=479) were predominantly female, aged 35-45 years, non-smokers and well-educated. Participants were significantly more likely to understand the term edible insects if they were younger (p=0.033) and male (p=0.004), whilst those belonging to a younger age group and a higher education level were more likely to believe that all the APs were safe for consumption (p=0.001). The primary reasons for increasing the willingness to try APs were environmental and sustainability reasons (50.1%), health reasons (40.4%), and animal welfare (29%), with plant proteins being the most accepted AP, followed by cultured meat and edible insects. The trends also suggested that participants expressed strong reluctance towards trying whole edible insects. Conclusion: The findings of this study provide insight into the factors that influence the dietary choices of participants when choosing APs by providing a comprehensive understanding of the factors influencing consumer acceptance, thereby facilitating the development of effective strategies to promote the mainstream adoption of AP products and flexitarian diets.