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

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.