Consumer snapshot of alternative proteins in the U.S.

Key insights

U.S. consumer research on alternative proteins shows that while awareness and familiarity vary by category, consumer interest is driven by similar value propositions. Emphasizing health and sustainability, without compromising taste expectations and at competitive costs, will play a key role in consumer openness.

U.S. consumers’ familiarity with alternative proteins varies by category

Plant-based meat remains the most widely recognized and tried alternative protein, while emerging categories—such as cultivated meat, precision-fermented dairy and eggs, and mycoprotein—are still unfamiliar to most Americans. For emerging categories, product terminology and descriptions strongly influence whether consumers recognize or understand these foods.

Many consumers are open to trying alternative proteins, but fewer are ready to buy regularly based on what they know today

Consumers tend to find various alternative protein categories to be similarly appealing. This is consistent with relatively low levels of familiarity and (except for plant-based meat) little to no experience with actual products. Across categories, willingness to try alternative proteins is consistently higher than willingness to purchase. Firsthand experience will play an important role in shaping interest, particularly for products in less familiar categories.

Health and sustainability are core perceived benefits, but taste and price remain decisive

Consumers commonly associate alternative proteins with health benefits such as lower fat and cholesterol, and with reduced environmental impact. At the same time, expectations around taste, texture, protein quality, and affordability strongly influence willingness to try and purchase these products.

Clear, benefit-focused messaging increases understanding and interest

For emerging alternative protein categories, messaging that emphasizes nutritional benefits, avoiding hormones and antibiotics, and product safety and familiarity—like the use of precision fermentation in common foods like cheese or the long history of people eating mushrooms and fungi—tends to increase consumer openness to trying. In contrast, technical explanations of production processes appear less likely to resonate.