Alternative proteins may be the next wave of food innovation but they require successful marketing to achieve widespread adoption by mainstream consumers. This is where nudge marketing comes in.

Why it matters

Meat alternatives may be a potentially more ethical option but not everyone is convinced, due to religious or other objections. Nudge marketing is one way to market these alternative proteins and encourage consumers to switch.

Takeaways

• The consumption of alternative proteins can be encouraged using three basic nudges: cognitive, affective and behavioural.
• Consumers desire product information and provenance, as well as the assurance of proper testing,...