European consumers often rate hybrid protein products—combining traditional and alternative protein sources—higher in health and ethics than meat products. However, knowledge and acceptance vary significantly across regions.
In the face of the fight against climate change, more and more people are modifying their diets, either giving up or reducing traditional protein sources—primarily from beef, pork, poultry, and dairy products. Instead, consumers are increasingly choosing products with a smaller environmental footprint, known as alternative protein sources (APF - Alternative Protein Food), which include legumes, algae, mushrooms, crustaceans, and the increasingly popular insects.
Research shows that Polish and Czech residents are less knowledgeable and more reluctant to purchase these innovative foods, particularly those over 50. Conversely, Denmark, Spain, and the UK display more positive attitudes, though actual purchase intent remains moderate.
In Germany, young consumers are keen adopters of new foods, with 73% falling into “food innovators” and “early adopters” categories. This contrasts with only 24-36% in Poland, Czech Republic, and Slovakia. Strong aversion to innovative APF is observed in 13-17% of young consumers from these countries.
Urban areas with diverse populations, like Paris and Helsinki, show higher acceptance of APF. This trend is influenced by multiculturalism and a greater openness to culinary innovation.