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How to motivate consumers to choose plant-based alternative protein food products
arrow_backTil oversigten9. marts 2026 | Food & Bio Cluster Denmark
To effectively motivate consumers to adopt a diet that includes plant-based and algae-based alternative proteins – such as pulses and seaweed – communication and engagement efforts should focus on several key aspects.
First, it is important to increase knowledge about how to cook and prepare meals using alternative proteins. Practical inspiration and guidance can help make these ingredients more accessible in everyday cooking.
Second, communication should highlight the environmental benefits of shifting from traditional animal proteins to alternative protein sources. This includes their potential to reduce greenhouse gas emissions and the overall environmental footprint of food production.
Third, it is essential to emphasise the potential health benefits of incorporating alternative proteins into the diet.
Finally, communication should also address the positive impact on animal welfare that can result from replacing traditional animal-based proteins with alternative options.
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Food & Bio Cluster Denmark
Den globale efterspørgsel på fødevarer stiger, samtidig med at fødevaresystemet står for en stor del af de globale drivhusgasudledninger. Derfor er grøn omstilling nødvendig, hvis vi skal producere mere mad med færre ressourcer og lavere klimaaftryk.
I Food & Bio Cluster Denmark samler vi virksomheder, vidensmiljøer og andre aktører om innovation, der kan udvikle fremtidens løsninger.
Ét eksempel er LIKE-A-PRO, et EU-projekt der arbejder for at gøre alternative proteiner til en naturlig del af vores kost gennem nye produkter, samarbejder og ændrede madvaner.
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