Older Consumers’ Readiness to Accept Alternative, More Sustainable Protein Sources in the European Union

Summary

This cross-sectional survey of 1,825 community-dwelling older adults (65+ years) across five European Union countries examined acceptance of alternative, sustainable protein sources as a strategy to address protein-energy malnutrition whilst reducing dietary environmental impact. Plant-based protein emerged as the most accepted alternative source (58%), substantially ahead of insect-based (9%) and in vitro meat (6%) options, with food fussiness identified as a key barrier and green eating behaviour and higher education as facilitators to acceptance. The findings suggest segments of the older European population are receptive to dietary shifts towards more sustainable proteins, though acceptance varies considerably by source and is shaped by both psychological and sociodemographic factors.

Regional applicability

The study included the United Kingdom as one of five participating EU countries, providing direct evidence on UK older adults' (65+ years) attitudes towards alternative proteins. Results should be directly applicable to UK policy and industry efforts to promote sustainable protein sources among older populations, though country-level variation in acceptance was noted and may reflect local food cultures and availability.

Key measures

Acceptance of dairy-based, plant-based, insect-based, single-cell, and in vitro meat proteins; food fussiness; green eating behaviour; educational attainment; food choice motives (health, sensory appeal, price); gender; country of residence

Outcomes reported

The study assessed readiness of older adults (65+ years) to accept alternative protein sources including plant-based, insect, single-cell, and in vitro meat proteins, and identified food-related attitudes, behaviours and sociodemographic factors associated with acceptance. Acceptance rates were 58% for plant-based, 20% for single-cell, 9% for insect-based, and 6% for in vitro meat-based proteins.

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