Work package leader: Universidad Politécnica de Madrid (UPM)

The aim of this work package is to analyze the market potential of the protein products under study, through an improved understanding of the market conditions and consumer behavior, with a focus on socio-economic and policy implications. WP4 will compile and manage agricultural and food market databases, perform economic assessments, and develop, in collaboration with the stakeholder forum, a consumer consultation process. This WP will collaborate closely with WP1, 3, and 5, and the stakeholder forum. Also, the SMEs involved in the project will provide their experience in protein foods production, marketing and consumption trends.

The tasks include:

• Review of policy context and market trends for specific protein products
• Consumer behavior and acceptance
• Multi-criteria assessment of different production and marketing systems
• Recommendations, policy implications and potential actions to enhance product marketing and consumer acceptance

Deliverable 4.2: Report on consumer preferences and protein choice behaviour