A priority on the EU political agenda is to limit the intake of animal proteins (red and processed meat) in favour of alternatives to promote public health and reduce environmental damage, in line with the UN SDGs: zero hunger, health and well-being, responsible consumption, climate action and life on earth.
This is a challenge for companies in our region. They need to understand new consumption needs and to develop technologies able to produce alternatives to meat, using plant-based ingredients and transforming them to create palatable flavours and textures. Brands such as Findus or Nestlé have already launched dedicated plant-based brands in their assortments (Green Cousine and Garden Gourmet, respectively), this means that the market is giving strong signals regarding the need for plant-based products.
Within the topic of alternative proteins, our laboratory is investigating three different directions:
Consumer behaviour
The aim is on the one hand to understand the conversation topics of consumers with different eating styles and habits and on the other hand to investigate the factors that determine the purchase intention. Concerning the first point, it will be useful to define how consumers are incorporating these products into their diets and what is causing concern, both when looking at the consumption of vegans and vegetarians, as well as of omnivores. Some initial findings and reflections, which we are investigating further, can be found here: https://www.agrifoodlab.it/plant-based-meat-ne-parliamo/ [ita]
Strategies and marketing for companies offering plant-based products in the market.
The objective is to understand how decisions related to marketing decisions such as packaging, labelling, communication, and distribution impact on consumer perception and purchase and consumption decisions. Initial work on the role of different types of packaging on the perception of consumers with different eating habits is forthcoming in the book by Cristini, Bertella (eds) Plant-based consumption https://www.elsevier.com/books/plant-based-food-consumption/bertella/978-0-323-98828-5
Technological advances and market and territorial legitimisation processes
The objective is to understand how revolutionary new technologies related to alternative proteins such as synthetic meat are linked to possible sustainable development paths. Our interest is mainly in the dynamics of market acceptance and resistance and territories with specialisation in traditional proteins. The objective is also to assess possible benefits and impacts that the emergence of a new sector may bring to local economies and supply chains.
