Young people’s food culture: Consumer Studies with research and development potential.

The research-based anthropological investigations and analyses form the cornerstone of how this project addresses challenges that previous initiatives and purely development-oriented projects have only partially succeeded in overcoming. Achieving this requires in-depth understanding of young consumers’ food choices and habits, as well as their own experiences with plant-based foods. This knowledge forms the foundation for developing new, relevant, and marketable plant-based products that can contribute to a sustainable green transition in food consumption, both in Denmark and internationally.

Through anthropological studies and co-creation, the project partners expect to achieve a targeted development process that will result in lasting impact in the form of a reduction in meat consumption.

Milestone: User studies with research potential (December 2026)
Output: A report mapping end-user purchasing behavior and preferences
Outcome: Product adaptation to optimize the project’s success criteria

The recipe development will be carried out by Claus Henriksen from MOTA, while Jørgen Nielsen and a development specialist from Northern Greens will handle sample batch production and testing. Once the product models have been developed, Organic Plant Protein will contribute with additional variants featuring their ingredients. Funds have been allocated for working hours, a kitchen lab, and raw materials. The goal of the project’s development activities is to expand the range of nutritious organic plant-based ready meals and to support growth and innovation in the plant-based food sector.