Cricket flour or pea cutlets? New study unpacks who will embrace alternative proteins

From algae salads to cricket flour brownies, alternative protein foods are making their way into grocery aisles and restaurant menus around the world. But who’s actually willing to put these items on their plates? An international research team – including scientists from SWPS University in Poland – has analyzed hundreds of studies to shed light on why some consumers are eager to try new protein sources while others remain hesitant.

Their findings, published in Health Psychology Review, are based on a meta-review of 28 scientific reviews covering over 1,000 original studies. The data mainly comes from Europe, North America, and Australia/New Zealand, offering a global snapshot of attitudes toward alternative protein foods (APFs), which include products derived from insects, algae, microbial biomass, fungi, and various plants.

The urgency to explore alternative proteins stems from growing concern over the environmental impacts of conventional animal agriculture. While traditional diets featuring meat, eggs, and dairy are known for delivering high-quality protein, they are also significant contributors to greenhouse gas emissions and other environmental harms.

“Shifting from traditional, animal-based proteins to alternative proteins in daily diet may have positive effects on health,” commented Hanna Zaleśkiewicz, a psychologist from the CARE-BEH Center for Applied Research on Health Behavior and Health at SWPS University. “Replacing just 3% of animal protein with plant protein is associated with a decrease in overall mortality by 10% in both men and women, and in cardiovascular disease mortality by 11 to 12%.”

So who’s most open to making the switch? The research found several key factors that influence consumer attitudes toward APFs. People with higher confidence in their cooking skills were more willing to use alternative proteins in their kitchens, particularly plant-based options.

Knowledge also played a major role. Individuals who were more informed about the nutritional benefits and environmental impacts of alternative proteins, especially insect-based ones, were more inclined to try these products. Previous exposure to alternative protein products increased openness as well. Consumers who had already tasted such products – whether plant-based, mixed, or insect-based – were more likely to declare willingness to include them in their diets.

Social influence emerged as another important driver. Consumers reported being more likely to purchase alternative protein foods if they believed their friends, family, or significant others would support those choices. Health motivations further fueled interest, especially among those who recognized the health benefits of plant proteins – and, to some extent, proteins derived from insects.

The study also revealed distinct demographic trends. Women tended to prefer plant-based protein sources, while men showed more willingness to consume insect-based products. Younger consumers were more open to buying APFs, a trend particularly pronounced when it came to insect proteins.

Higher education levels correlated with greater acceptance of plant-based alternatives. However, researchers did not observe as strong a link between education and openness to insect-based proteins.

Cultural norms and culinary traditions remain potential barriers to broader adoption, especially for insect-based products. In some countries, deeply ingrained food cultures emphasize animal-derived proteins as the standard for protein-rich meals.

“Specific cultural norms, referring to the culinary traditions relying on animal-based products as typical components of protein-rich foods, can also be a barrier hindering insect-based APF choices,” Zaleśkiewicz said. “Previous research indicated that such cultural norms may be particularly strong in certain countries where animal-based products are continuously endorsed. Furthermore, previous reviews have shown that the levels of acceptance, intention to consume, or intake of insect-based APF vary across European countries and regions.”

Interestingly, while many studies have documented consumer intentions and stated willingness to try alternative proteins, there is still a notable gap in research examining how often people actually consume these products.

The team emphasized the importance of practical strategies to boost acceptance of alternative proteins. Greater exposure to APFs could normalize their presence in the diet, while initiatives like cooking workshops might help improve consumers’ confidence in preparing meals with new ingredients.

The research was conducted under the international project 'LIKE A PRO From niche to mainstream – alternative proteins for everybody and everywhere', led on behalf of SWPS University by Professor Aleksandra Łuszczyńska and financed by the European Union’s Horizon Europe programme.

As environmental and health pressures mount, the insights from this study offer valuable guidance for policymakers, food producers, and marketers seeking to bring alternative proteins from niche interest to everyday dining tables.