Purpose In evolving market dynamics, the growing demand for alternative proteins currently characterises the grocery market, where retailers have a vital role in shaping consumer preferences and influencing market dynamics. With this in mind, the paper aims to investigate how retailers will develop innovative and sustainable strategies to effectively promote the consumption of alternative proteins. Design/methodology/approach Drawing on an exploratory approach, a total of 10 in-depth interviews were conducted with retailers operating in the Italian market to delve into their approaches in order to identify the strategies and initiatives adopted in promoting and facilitating the consumption of alternative protein food products. Findings The results revealed the retailers’ main strategies including the differentiation of the product offering, promotional strategies, the relevance of consumer communication and education, the retailers’ sensitivity to innovative products and understanding of the customer by offering products that meet their needs. Research limitations/implications The findings provide valuable contributions to the ongoing debate with regard to the role of retailers in fostering the development of a more sustainable food system. Originality/value By delving into the perspectives of the main retail players, the research strives to identify the motivations, challenges and innovative approaches implemented by retailers to shift consumers towards alternative protein products.
Pagnanelli et al. (2025) studied this question.