Aligning Alternative Proteins with Consumer Values in Germany: A Values-Centric Communication Framework

This study examines how values-centric communication can shape German consumers’ responses to alternative proteins, focusing on insect-based snacks. A desk-based synthesis of 28 studies, guided by Schwartz’s value theory, identified Tradition and Security as dominant drivers of food choice and yielded five communication requirements: Cultural familiarity, Emotional safety, Simplicity and clarity, Trust and credibility, and Routine integration.

These were operationalised into communication guidelines and short on-pack claims, which were applied to a refined packaging prototype. An exploratory focus group (N = 7) then compared reactions to the original versus the refined packaging, analysed using McGuire’s communication–persuasion stages. Findings indicate that familiar formats, a reassuring tone, clear visual hierarchy, and salient trust cues were associated with movement from immediate aversion toward consideration, whereas information overload, claim–image incongruence, value-incongruent brand naming, and delayed recognition of insect content impeded acceptance.