1.1 Supporting the development of green proteins in the Nordic-Baltic region
The policy brief addresses the challenges facing the development of green proteins in the Nordic-Baltic region. The brief is based on a systematic mapping of industrial green protein initiatives, interviews with industry experts, and a multi-stakeholder workshop.
The current food system is identified as a major contributor to global greenhouse gas emissions and hence global warming, with meat production being significantly more emission-intensive than plant-based proteins. Moreover, agricultural production faces increasing vulnerability due to extreme weather events, highlighting the need for resilient food systems. The Nordic-Baltic region’s dependence on imported proteins and exposure to geopolitical instability creates supply-chain risks, which increases the need for regional production of proteins for food and feed.
In this context, green proteins emerge as a potential solution for strengthening resilience, lowering greenhouse gas emissions, and supporting regional food security. The green protein market in the Nordic region has been growing rapidly in recent years. Similarly, a positive trend is observed in the Baltic region. However, several significant barriers must be overcome to enable large-scale supply and consumption. Green proteins are costly to produce due to high capital expenditure and development costs. Other challenges relate to low sales volumes, competition with subsidized meat industries, and a lack of economies of scale. Moreover, the regulatory frameworks, including the EU Novel Foods regulation, are considered complex and misaligned with the needs of the green protein sector. Overall, farmers and producers face uncertainty in shifting to green protein crops due to financial risks and the need for new knowledge.
1.2 Consumer behaviour towards plant-based proteins in the Nordic-Baltic region
The aim of the report was to explore consumer behaviour and attitudes towards both traditional and new plant-based proteins within the Nordic and Baltic countries. The findings are based on a systematic literature review of academic and grey literature from Nordic and Baltic countries, complemented by expert interviews with consumer behaviour researchers.
The report finds that awareness of climate impact, perceived health benefits, and taste preferences are significant variables influencing substitution of meat with plant-based alternatives. Some consumers recognise the climate impact of meat consumption, while others doubt them. Plant-based products are often perceived as artificial or less natural than meat. Consumers’ attitudes do not necessarily translate into purchasing behaviour, as cultural norms, habits and aversion to new foods limit the shift toward plant-based diets. Social factors, such as influence from vegan or vegetarian friends, can facilitate adoption, as can visibility and availability of plant-based products. Hybrid products—combining meat and plant proteins—are perceived positively for maintaining taste while reducing environmental impact. Policymakers therefore require a deeper understanding of consumer perceptions and barriers to design measures that effectively influence behavioural change.