A study by the University of Cambridge found that emphasizing protein on plant-based food labels can increase consumer uptake by over 100%. While animal welfare and environmental concerns are popular reasons for going vegan, the study shows that highlighting protein content is the most effective way to encourage shoppers to choose plant-based products over meat and dairy. The researchers found that consumers want clear information about protein content, with this approach significantly increasing the selection of plant-based options.

The study introduces the "nudge by proxy" approach, which indirectly encourages consumers to choose foods better for the planet by addressing their internal motivations. The researchers believe that focusing on consumers' immediate, personal motivations rather than educating them about complicated external costs is the key to influencing their food choices. The increasing trend of placing protein front and center on plant-based products suggests that protein content remains a significant concern for many people, though some experts believe this trend is largely due to marketing rather than actual nutritional needs.