Consumer snapshot of alternative proteins in the U.S.
This set of reports summarizes consumer familiarity, perceptions of, and interest in plant-based meat, cultivated meat, precision-fermented dairy, and mycoprotein in the United States.
Explore the reports
Opportunities to shape attitudes toward alternative proteins
For each category tested—plant-based meat, cultivated meat, precision-fermented dairy, and mycoprotein—our consumer research details:
- Consumers’ level of awareness and familiarity
- Consumers’ perceptions of the category
- The overall appeal of the category to consumers
We survey thousands of diverse Americans annually to understand their outlook on alternative proteins and will continue to make the results of this research available to the public as the categories evolve.
Key insights
Awareness of alternative protein categories varies. As the category most widely available to consumers today, plant-based meat has relatively high awareness. On the other hand, consumers report low awareness of more novel categories with less familiar nomenclature like mycoprotein and precision-fermented dairy. Cultivated meat falls in the middle, but reported awareness varies when different terms are used to refer to the category (as detailed in the associated report).
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. Consumers were provided descriptions of each category that referenced the ability to mimic or replace conventional proteins. With that framing, consumers tend to assume similar benefits of the categories concerning attributes like taste, health, and environmental impact and, accordingly, report similar levels of appeal.
As detailed in the reports, unique opportunities exist for each category to build consumer familiarity and establish a value proposition that resonates with consumers.
Explore our consumer snapshot reports
Plant-based meat in the U.S.
Explore an overview of consumer needs, perceptions, and demand for plant-based meat in 2024.
Cultivated meat in the U.S.
Explore an overview of consumer needs, perceptions, and demand for cultivated meat in 2024.
Precision-fermented dairy in the U.S.
Explore an overview of consumer needs, perceptions, and demand for precision-fermented dairy in 2024.
Mycoprotein in the U.S.
Explore an overview of consumer needs, perceptions, and demand for mycoprotein in 2024.
Meet the authors
Taylor Leet-Otley
CONSUMER RESEARCH LEAD
Taylor Leet-Otley oversees GFI’s consumer research, keeping the organization and the industry in touch with consumers’ needs & beliefs in the fast-moving alternative protein category.
Areas of Expertise: Consumer insights, market strategy, branding & marketing
Jody Kirchner
ASSOCIATE DIRECTOR OF MARKET INSIGHTS
Jody Kirchner leads GFI’s market and consumer insights team, delivering data-driven analysis to educate industry leaders and key stakeholders on the opportunities around alternative proteins.
Areas of expertise: consumer insights, market research & analysis, growth strategy, innovation, food industry
