The Good Food Institute's latest consumer snapshot reports reveal that while plant-based meat is well-known and accepted in the U.S., other alternative protein categories such as cultivated meat, mycoprotein, and precision-fermented dairy remain largely unfamiliar to the majority of Americans. The reports show that consumers' understanding and trust of these new foods are heavily influenced by how they are described and marketed.

Although there is high interest in trying alternative proteins, the reports indicate that regular purchase intent is lower, especially for those who have not yet tried these products. Consumers are attracted to the health and environmental benefits of alternative proteins, but factors like taste, texture, protein quality, and affordability are key considerations in their decision-making process. By focusing on communicating the nutritional value, safety, and benefits of these products, the reports suggest that consumer openness and interest can be increased.