LIKE-A-PRO Living Labs beyond choice factsheet. Building knowledge, trust and confidence for alternative proteins

The beyond choice factsheet examines factors beyond the immediate food environment that can influence consumer engagement with alternative proteins, particularly communication, education and awareness. It is based on LIKE-A-PRO Living Lab activities with 3,729 consumers across 11 European countries. Consumers highlighted the value of simple and positive communication, practical experiences such as tastings and preparation guidance, and information delivered by trusted and relevant voices. The findings also show that personal circumstances and everyday contexts influence openness to changing food habits. Effective interventions should therefore build knowledge, trust and confidence while respecting consumer autonomy and connecting alternative proteins to practical everyday situations.