Next Challenge: What non-product attributes drive purchase of food and beverage products?
If animals are off the table, where will we get our protein?
food science nutrition food food & beverage global health environmental awareness protein chemistry consumer insights research and development environmental issues
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As the world's population continues to grow, non-meat protein sources are becoming increasingly relevant.  There's currently a disproportionate amount of agricultural land being used for animal farming, which not only results in high levels of pollution, CO2 emissions and water usage, but still falls far short of meeting global protein needs.  Fortunately there are new alternatives that can help humans from the looming consequences of  sourcing protein from animals.  Here are three we want to focus on:  

These alternative proteins have unique advantages and possible difficulties, and they may elicit a wide range of responses from consumers, from disgust to delight!  For this challenge, we want you to research these next generation proteins (begin with the links above) and share your insights on their potential future with consumers.    

Deliverables

We are interested in the future of non-animal proteins, including insect protein, lab-grown protein, and single-cell protein to be used in food or beverages for human consumption.  Specifically, answer the following: 

  1. For each of these non-animal proteins (1. insect, 2. lab-grown, 3. single-cell), describe why or why not they appeal to you as a consumer.   Which would you be most open to try and why?  
  2. Based on your research, what are the most important benefits to each of these three alternative proteins?  Benefits could be environmental, humanitarian, nutritional, etc.  
  3. What do you see as the biggest obstacles facing these three non-meat proteins?  Be specific.
  4. Propose a possible solution, as outlandish as it might seem, to help overcome the obstacle you described in question 3.  Your solution should increase the consumer appeal of at least one of these alternative proteins.
  5. Which of these proteins has the strongest potential to be the 'next generation protein?' (i.e. Which one has the strongest likelihood of widespread consumer adoption/appeal?) Why?  

   

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
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Submission questions

Select the following that best describes you: 

(Required)
vegan
vegetarian
flexitarian
omnivore

If applicable, when do you substitute with plant proteins?  Select all that apply.

(Required)
milk
snacks
prepared meal
burgers
nuggets
cold meats
all meals
not applicable

How appealing do you find insect protein? 

(Required)
1 - very unappealing
2
3
4
5 - very appealing

How appealing do you find lab grown protein?

(Required)
1 - very unappealing
2
3
4
5 - very appealing

How appealing do you find algae / single-cell protein?

(Required)
1 - very unappealing
2
3
4
5 - very appealing

What is your age?

(Required)
18 - 25 years old
26+ years old

Do you currently reside in the US?

(Required)

If you do not reside in the US, which country do you currently live in?

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