Cultural Context Key for Success of Alternative Proteins in Europe

Recent studies conducted by the EIT Food Consumer Observatory emphasize the crucial role of cultural context in the acceptance of alternative protein products, particularly cultivated meat, in European markets. The two reports, titled "Reimagining Protein: Consumer Perceptions of Cultivated Meat" and "More than Meat: Unpacking Cultural Perceptions of Meat and Sustainable Alternatives in Europe," outline the necessity for manufacturers to align their products with consumer values and cultural identities to facilitate widespread adoption.

According to Sofia Kuhn, Director of Public Insights and Engagement at EIT Food, the current perception of conventional meat as "natural, familiar, and unproblematic" presents a challenge for cultivated meat, which upends traditional notions of food and nature. "To successfully introduce cultivated meat into European markets, manufacturers must first understand how consumers perceive it - what excites them, what concerns them, and what values guide their food choices," Kuhn stated in a press release dated July 30, 2025.

The report "Reimagining Protein" indicates that cultivated meat must be strategically positioned within the cultural framework of diverse European societies. The research suggests that public acceptance of alternative proteins hinges on reshaping consumer perceptions and building trust in the safety, healthiness, and environmental benefits of these products.

The second report, "More than Meat," marks a pioneering effort to analyze the cultural significance of meat consumption across 17 European countries using methodologies like semiotic analysis and qualitative research. It highlights that meat consumption is deeply intertwined with tradition, identity, and social norms, which vary significantly across regions. Klaus G. Grunert, Professor of Marketing at Aarhus University and Lead of the Consumer Observatory, notes, "Understanding the role of culture in the perception of meat across Europe is not just insightful — it’s essential. If we want sustainable meat alternatives to resonate with diverse European consumers, we must first grasp what meat means to them."

The report argues that alternative proteins are often perceived as artificial and disconnected from natural processes. Therefore, branding strategies should emphasize the healthiness, transparency, and indulgence of these products. Marketers are advised to focus on the ethical and community aspects of cultivated meat rather than the technology behind it, and to use inclusive language that avoids a preachy tone.

The implications of these findings are significant. The disconnect between consumer expectations and the current marketing strategies of alternative protein manufacturers could hinder the growth of this burgeoning industry. As the global food landscape continues to evolve, understanding cultural nuances in consumer behavior will be critical for companies aiming to penetrate the European market.

In conclusion, the future of cultivated meat in Europe is contingent upon manufacturers' ability to connect with consumers on a cultural level. By grounding innovation in local traditions and perceptions, the alternative protein sector can foster acceptance and ultimately contribute to a more sustainable food system across the continent. As alternative proteins gain traction, it is essential for brands to remain vigilant and responsive to the dynamic cultural landscapes that define consumer preferences in various regions.