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Volume 14
Issue 21
10.3390/foods14213727
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This is an early access version, the complete PDF, HTML, and XML versions will be available soon.
Article

From Curiosity to Consumption: Consumer Attitudes Toward Alternative Proteins in Northwestern Italy

by
Aitor Garcia-Vozmediano
1,
Carla Ferraris
1,2,*,
Giovanna Gallo
1,
Cecilia Guasco
1,
Alessandra Provera
1,2,
Silvia Olivieri
1,
Giulia Scardino
1,2,†,
Fabio Zuccon
1,
Monica Pitti
1,
Daniela Manila Bianchi
1,2,
Marco Savino Di Trani
1,3 and
Cristiana Maurella
1
1
Istituto Zooprofilattico Sperimentale del Piemonte Liguria e Valle d’Aosta, Via Bologna 148, 10154 Turin, Italy
2
Centro di Referenza Nazionale per la Rilevazione negli Alimenti di Sostanze e Prodotti che Provocano Allergie e Intolleranze—CReNaRiA, Via Bologna 148, 10154 Turin, Italy
3
Centro di Referenza Regionale per la Sorveglianza sulle Patologie delle Chiocciole, la Salubrità dei Prodotti Alimentari derivati e la Sostenibilità Ambientale—CeLI, Via Sandro Pertini 11, 12100 Cuneo, Italy
*
Author to whom correspondence should be addressed.
†
Current address: Azienda Sanitaria Locale Asl Novara, Viale Roma 7, 28100 Novara, Italy
Foods 2025, 14(21), 3727; https://doi.org/10.3390/foods14213727
Submission received: 26 September 2025 / Revised: 27 October 2025 / Accepted: 30 October 2025 / Published: 30 October 2025
(This article belongs to the Special Issue Plant-Based Alternatives: A Perspective for Future Food)
Versions Notes

Abstract

Consumer interest in alternative protein sources has grown rapidly, driven by concerns over health, sustainability and environmental impact. This study investigated perceptions, attitudes and behaviours towards alternative proteins among residents of Piedmont, northwestern Italy. A cross-sectional online and face-to-face survey was conducted between August and October 2023, collecting sociodemographic data, dietary habits, and respondents’ perception on plant-, insect-, snail-, and algae-derived products. Responses from 627 participants were analysed. Approximately one-third reported consuming alternative proteins, with uptake being higher among women, younger adults, and flexitarian respondents. Plant-based alternatives were by far the most frequently consumed, while insect- and snail-based products elicited strong aversion. Curiosity and interest on alternative options predominated among consumers, whereas indifference and disgust—particularly among women and towards animal-derived options—were common among non-consumers. Reported barriers included taste, quality, and safety concerns, with price emerging as a major constraint. These findings indicate that acceptance of alternative proteins is unevenly distributed across demographic groups and product types. Plant-based options currently appear best positioned to facilitate dietary shifts, whereas animal-derived alternatives remain hindered by cultural and sensory barriers. Supporting the protein transition will require strategies to improve affordability, sensory appeal and consumer trust.
Keywords: alternative proteins; plant-based alternatives; edible insects; consumer acceptance; sustainable diets alternative proteins; plant-based alternatives; edible insects; consumer acceptance; sustainable diets

Share and Cite

MDPI and ACS Style

Garcia-Vozmediano, A.; Ferraris, C.; Gallo, G.; Guasco, C.; Provera, A.; Olivieri, S.; Scardino, G.; Zuccon, F.; Pitti, M.; Bianchi, D.M.; et al. From Curiosity to Consumption: Consumer Attitudes Toward Alternative Proteins in Northwestern Italy. Foods 2025, 14, 3727. https://doi.org/10.3390/foods14213727

AMA Style

Garcia-Vozmediano A, Ferraris C, Gallo G, Guasco C, Provera A, Olivieri S, Scardino G, Zuccon F, Pitti M, Bianchi DM, et al. From Curiosity to Consumption: Consumer Attitudes Toward Alternative Proteins in Northwestern Italy. Foods. 2025; 14(21):3727. https://doi.org/10.3390/foods14213727

Chicago/Turabian Style

Garcia-Vozmediano, Aitor, Carla Ferraris, Giovanna Gallo, Cecilia Guasco, Alessandra Provera, Silvia Olivieri, Giulia Scardino, Fabio Zuccon, Monica Pitti, Daniela Manila Bianchi, and et al. 2025. "From Curiosity to Consumption: Consumer Attitudes Toward Alternative Proteins in Northwestern Italy" Foods 14, no. 21: 3727. https://doi.org/10.3390/foods14213727

APA Style

Garcia-Vozmediano, A., Ferraris, C., Gallo, G., Guasco, C., Provera, A., Olivieri, S., Scardino, G., Zuccon, F., Pitti, M., Bianchi, D. M., Di Trani, M. S., & Maurella, C. (2025). From Curiosity to Consumption: Consumer Attitudes Toward Alternative Proteins in Northwestern Italy. Foods, 14(21), 3727. https://doi.org/10.3390/foods14213727

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