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Will Australians Eat Alternative Proteins?

Diana Bogueva¹, Dora Marinova¹

¹Curtin University Sustainability Policy (CUSP) Institute, Curtin University, Perth, WA 6845, Australia.

Foods (Basel, Switzerland)

|May 14, 2025

Summary

Australians show low interest in regularly consuming alternative proteins like plant-based meats and insects. Younger consumers are more open to occasional plant-based milk and algae, but overall adoption faces challenges.

Keywords:

Australia Generation Z algae-derived foods alternative proteins consumer perception cultured meat food choices food consumption food safety health risks insect-based proteins nutritional value plant-based foods sustainability

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Area of Science:

Food Science
Consumer Behavior
Nutrition

Background:

Australia has high meat consumption, with consumer hesitancy towards alternative proteins.
Understanding consumer perceptions is crucial for alternative protein market growth.

Purpose of the Study:

To examine Australian consumer perceptions of alternative proteins.
To assess safety, nutritional value, health risks, cost, and willingness to adopt these foods.

Main Methods:

A mixed-methods approach was employed.
A survey of 520 Australians aged 18 to 64 was conducted.

Main Results:

Alternative proteins are perceived as occasional dietary options.
Younger consumers show interest in plant-based milk and algae-based products.
Regular consumption interest in plant-based meats, insects, and cultured meat is low across all generations.

Conclusions:

Evolving consumer attitudes present both opportunities and challenges for the alternative protein market.
Fostering consumer trust and addressing generational differences are key to increasing market penetration.
Targeted strategies are needed to encourage wider adoption of alternative protein sources.