Tura Kaso Hamo

The ProxIMed project aims to introduce proteins from sustainable sources into the Mediterranean food and feed systems to promote and establish the use of alternative proteins. To ensure that consumers accept the developed products and meet their expectations, this study analysed Mediterranean consum- ers’ general interest in alternative protein food products using a focus group study conducted in Türkiye, Tunisia, and Portugal. In the focus group study, two focused group workshops each were conducted for various food products, including pickles infused with proteins from tomato pomace and leaves, insect proteins, sesame cake and date by-products, and mycoproteins. The focus group workshops were audio recorded and subsequently analysed using qualitative data analysis methods. The results of this study show that the general interest and awareness of alternative proteins varies be- tween Mediterranean consumers and countries and also depends on the specific food products. Various factors influence the interest of Mediterranean consumers in new alternative protein food products, in- cluding cultural aspects or aspects related to the product. Alternative protein sources derived from fa- miliar or traditional agricultural products such as dates can enhance the openness to innovative alterna- tive protein products. Also, integrating the alternative proteins into popular staple food, can be a prom- ising strategy to introduce alternative proteins into Mediterranean diets. Interest in more uncommon alternative protein sources like mycoproteins and insect-proteins differed. In the case of mycoproteins, unfamiliarity with this protein source and lack of information about such products was detected. Insect- based products evoke a range of consumers’ reactions, from openness to disgust, and the appearance and presentation of the food products seem to have an essential impact on Mediterranean consumers’ acceptance. Critical factors for developing marketing strategies for alternative protein food products include, for example, a carefully designed pricing strategy, considering the specific economic situation of the target market, or a mix of different communication activities. Overall, the study identified various starting points to increase the interest in alternative protein food products in Mediterranean countries and thus enhance the success of integrating alternative proteins in Mediterranean diets.