Six levers to accelerate the protein transition

There are signs that the protein transition, a shift toward balanced plant-animal diets worldwide, is underway. The availability and consumption of products made from plant proteins are on the rise. In the Netherlands, direct consumption of pulses has doubled, and an increasing number of individuals report an intention to make their diets more sustainable and healthy. Additionally, Dutch retailers have set concrete targets regarding the balance between animal and plant protein.

However, there are also areas of concern. Despite consumers’ good intentions, actual meat consumption has not decreased. Additionally, while people in the Netherlands are drinking less cow's milk, they are consuming more cheese. The pressing question remains: what more is needed to drive the protein transition forward?

Six focus areas

At Wageningen University & Research, we firmly believe that this question demands multiple answers. Two of them pertain to the consumer, two concern production, and two are about society as a whole. These answers form the foundation of the efforts of WUR scientists focusing on the protein transition.

1.

People often miss the sensory quality and taste of meat when opting for alternative food choices. The consideration still is: is the food truly delicious and am I proud to share it? Unfortunately, this isn't always the case. Social context plays a significant role. That’s why there's a pressing need for improvements in sensory quality. One strategy involves replicating meat's appearance, taste, and texture. For example, a combination of cultured meat and plant-based proteins that mimic meat's texture shows promise. Additionally, emerging alternatives like black bean burgers or beet burgers offer options that don't necessarily mimic meat entirely. Wageningen University & Research takes this movement forward with scientific knowledge on the look, taste and feel of meat mimics and alternatives.

2.

Consumers report choosing plant-based often out of a desire to eat more healthy. The benefits of a diet based on whole plant foods, rich in whole grains, legumes, and fruits and vegetables are well known. Yet, the health credentials of modern plant-based alternatives are not fully characterised. Consumers desire alternatives that match the nutritional value of meat, yet there's growing awareness that people overconsume protein, and traditional meat burgers aren't necessarily the healthiest option either. Consequently, there's a pressing need for a deeper understanding of the health implications of these plant-based alternatives, including their potential impact on heart health and the gut microbiome. With more knowledge, it may be possible to develop healthier substitutes, but thorough research on the response of the body to processed plant-based foods is required first.

3.

Highly refined ingredients may not only diminish nutritional value but also increase the ecological footprint of plant-based foods. By prioritising less refinement, Wageningen University & Research aims to enhance the sustainability of meat mimics and alternatives. We believe that by reducing the level of refinement, more phytochemicals, fibre, and other beneficial components of the plant are retained. For instance, a current approach involves fractionating peas and reintegrating protein and fibre. However, WUR researchers explore new ways to reverse engineer the process, determining the least invasive methods for obtaining the necessary components directly from the pea itself.

4.

Meat substitutes predominantly rely on soy and wheat. A more diverse array of crops would benefit the global food system and enable local production in various geographical regions. Pulses, including peas and lentils, are a key potential source of local protein for Europe. Diversification also extends to proteins derived from yeast, bacteria, and fungi, offering vast potential yet remaining underrepresented in the market. Fermentative protein production offers a promising avenue without the need for additional arable land, making it particularly appealing for land-scarce regions like the Netherlands. These proteins can be cultivated using various feedstocks, such as agricultural residues, contributing to upcycling efforts by repurposing otherwise underutilised resources.

5.

In ensuring that plant-based options become the easy choice for consumers, WUR researchers adopt the COM-B model. Firstly, Capability entails the know-how to prepare products; understanding how to transform a can of chickpeas into a meal, for example. Secondly, Opportunity involves the ability to purchase these items without difficulty or excessive cost. Lastly, Motivation requires a genuine desire to opt for these alternatives. Aligning all three elements is essential to influence consumer behaviour positively. To make plant-based options accessible and straightforward, they must be readily available in supermarkets, canteens, and restaurants. WUR’s contribution lies in addressing affordability through technological innovation and diversifying raw materials to lower costs. Additionally, fostering dialogue with retailers and local authorities helps stakeholders understand their role in making sustainable products widely accessible.

6.

Our societal role isn't about dictating choices but rather making our knowledge accessible for those curious to learn. Retailers often hesitate to lead the way alone, presenting an opportunity for WUR to assist by maintaining ongoing dialogue as a science-based organisation.