Applying Q methodology to explore food system stakeholders’ perspectives on the marketability of alternative protein products

The transition towards sustainable food systems for the future requires innovations that balance nutritional adequacy, environmental performance, and social acceptance. Alternative protein (AP) products have gained attention for their potential to offer sustainable, nutritious, and protein-rich food options. However, their market penetration remains limited and constrained by factors such as high prices and limited availability across retail and food service channels. This study explores food system stakeholders’ perspectives on the marketability of AP products to identify sustainable strategies to overcome barriers and leverage enablers for their commercialization. Experts from NGOs, research and technology centres, academia, consultancy, associations, and culinary institutes participated in a Q-methodology study, leading to the identification of five distinct discourses. Findings highlight critical determinants of marketability, including product characteristics such as taste and ultraprocessed classification, structural factors including limited consumer knowledge and food innovation, and policies and regulations such as subsidies and lobbying power. The results emphasize that addressing these barriers requires coordinated, multi-level interventions in order to support the sustainable future growth of the AP sector.