Will Australians eat alternative proteins?

Abstract

Australia, which has one of the world’s highest per capita meat consumption rates, is hesitant toward adopting alternative proteins. This study examines consumer perceptions of protein alternatives and their perceived safety, nutritional value, health risks, cost and willingness to incorporate them into their diets. Using a mixed-methods approach, a survey of 520 Australians aged 18 to 64 revealed that while alternative proteins are viewed as occasional dietary options, younger consumers—despite their tendency to favour traditional food choices—show interest in plant-based milk and algae-based products. However, across all generations, interest in regular consumption of plant-based meats, insects and cultured meat remains low. These findings highlight evolving attitudes, challenges to market growth, and the importance of fostering greater consumer trust to encourage wider adoption of alternative proteins. Addressing generational differences in adoption and resistance will be essential for expanding market penetration.