To this end, the analysis in this report first uses social science techniques to look at a critical determinant of adoption: the interplay of narratives that are developing in regard to the costs and benefits of alternative proteins. Chiefly using information from North American and European markets, where alternative proteins are more advanced and available, the report seeks an understanding of which narratives have been most impactful or detrimental in affecting the acceptance and purchase of these products.
Next, the assessment focuses on the political economy and regulatory environments that can support such a transformation, recognizing the critical role these elements play in the food system. Finally, the analyses are brought together to present recommendations on multistakeholder actions that may be required to accelerate adoption of beneficial alternatives, and to minimize the negative impact from the disruption of current protein delivery systems.
An important conclusion from the report is that for the foreseeable future the meat and protein alternatives industries will coexist and that, as a result, there are great opportunities for synergies. Indeed, it is unlikely that alternative proteins will achieve scale unless use is made of the production and marketing expertise of the traditional protein sector.