Research Identified Drivers of Plant-Based Food Purchases
A European study revealed that taste, price, and trust are the primary factors influencing repeat plant-based food choices.
Updated on Sept. 23, 2026 in Vegetarian
Live Poll
Do you trust the taste and quality of plant-based protein alternatives enough to buy them regularly?
The LIKE-A-PRO project, launched in 2022 under the EU Horizon Europe programme, has identified the key factors influencing whether consumers continue to purchase alternative proteins. Findings from Living Labs across 11 countries will be presented at a final event in 2026.
Why it matters
Understanding these consumer drivers helps improve the accessibility and long-term adoption of plant-based diets. Research suggests that emphasizing enjoyment rather than negative health or environmental framing may encourage more sustainable eating habits.
The LIKE-A-PRO project conducted consumer research across Living Labs in 11 European countries to determine how factors like taste, texture, and price influence repeat purchases. It remains unclear how these findings will be implemented into broad governance mechanisms.
The players
LIKE-A-PRO
An EU Horizon Europe project focused on analyzing consumer behaviors related to alternative proteins.
Collaborating Centre on Sustainable Consumption and Production
A research organization that coordinated pilot studies in institutional and retail settings.
The details
The project utilized pilot studies in institutional catering, retail, and restaurant settings to observe real-world consumer behavior. By pairing the gradual reduction of meat dishes with prominent placement of plant-based options, researchers tested how framing affects food selection. The study found that focus on positive attributes like enjoyment is more effective than focusing on negative impacts, helping to bridge the gap between initial interest and repeat purchase.
Timeline
The LIKE-A-PRO project launched in 2022.
The Beyond the Bite final project event takes place on October 1, 2026.
Health Landscape
This project aligns with the broader EU Horizon Europe programme, which supports multi-country research to inform public policy on sustainable nutrition. It shifts the focus from purely clinical studies to real-world behavioral drivers of diet change.
When making decisions about alternative proteins, consider focusing on your personal taste preferences rather than industry marketing. If you are trying to increase your plant-based intake, it is worth discussing strategies for balanced meal planning with your doctor or a registered dietitian.
The takeaway
Repeat consumption of alternative proteins depends heavily on perceived quality and accessibility rather than health claims alone. Focus on finding products that align with your taste preferences to build a sustainable and enjoyable long-term eating pattern.
What happens next
The project consortium will present its final research results and practical guidance at the Beyond the Bite event on October 1, 2026, in San Sebastián, Spain.
Further reading
Explore more expert insights on plant-forward nutrition in our Vegetarian section.
More information
You can download the full project report to learn more about the findings.
Source note: This article includes information reported by vegconomist - the vegan business magazine.
Live Poll
Do you trust the taste and quality of plant-based protein alternatives enough to buy them regularly?
