The Rise of Plant‐Based Proteins: Consumer Perception and Challenges

Proteins are vital for human health, and with the rise in population and environmental problems, plant-based proteins are becoming more popular. They have many benefits, such as preventing several chronic diseases and contributing to sustainability by decreasing greenhouse gas emissions, land use, and water consumption. Furthermore, the plant‑based food market in the EU was valued at approximately €9 billion in 2024, with milk, beverages, and meat alternatives accounting for a large share of total sales. Plant-based proteins account for 80% of global protein consumption and come from various sources, making them a more sustainable alternative to animal proteins. However, they also have several limitations, including the lack of some essential amino acids and lower bioavailability compared to animal proteins. There are also several challenges, such as negative perceptions of taste and regulatory restrictions on product labeling. Barriers such as food neophobia, taste, and accessibility affect their consumption. Regulations, new production methods, and more research can improve consumer adoption of plant-based proteins, which could position them as the food of the future due to their health and ecological advantages. This paper discusses the benefits and challenges of plant-based foods, various plant protein sources, and research on consumer perceptions of these proteins.