Action through alternatives
European consumers state they would try products made from algae1
European consumers state they would try cultivated meat2
Consumers take action for health and planet with alternative choices.
Consumers are embracing alternative foods and ingredients to boost health protect the planet, and explore new options.
From plant-based to lab-grown products, these choices promise better nutrition and a lower environmental impact. Yet trust, processing, and sensory expectations remain hurdles.
Consumers gravitate toward recognizable ingredients and simple, natural formulations, seeking alternatives that deliver real benefit without sacrificing taste, quality, or affordability.
Images: I. Oobli. Protein-powered sugar sweetness, none of the downsides.|II. Goumery First cultivated duck foie gras seeking EU approval.
Sources: 1. EIT Food Consumer Observatory, Trust Report 2024, May 2025. |2. EIT Food Consumer Observatory, Reimagining Protein: Consumer Perceptions of Cultivated Meat Report 2025.
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