Our current food system causes numerous problems beyond our plates, placing pressure on our planet. The most efficient way to reduce the pressure of our food on the planet is by consuming fewer animal proteins and more plant-based proteins (United Nations, z.d.) This transition known as the protein transition requires widespread behavioural changes among consumers.

Flevo Campus, a knowledge institute focused on urban food issue, is involved in this transition. At the start of 2024, they published a Whitepaper on the potential of beans in this shift. Beans have sparked this thesis and moved the design context into the supermarket. Initially centered on incorporating beans into evening meals, the scope expanded to creating in-store plant-based meal options. This change was prompted by consumer feedback indicating a desire for a diverse range of plant-based proteins in their recipes instead of focussing on beans.

Supermarkets play a significant role in shaping dietary habits, as nearly 75% of food consumed in the Netherlands is purchased from them. This creates an opportunity to influence people’s eating habits. Young adults, who are more open to dietary changes, often shop for their evening meal after a busy day at work and enter supermarkets unprepared. In these situations, their biospheric values are overshadowed by the need for convenience.

The ultimate goal of this project is to design an intervention that causes dietary behaviour change and accelerates the protein transition through the design statement:

“To stimulate young adults to choose plant-based meals, we want them to feel eased and inspired by providing convenient and appealing recipe suggestions that make plant-based choices effortless and enjoyable.”

To develop an effective design intervention, the project began with research into the protein transition, behaviour change theories for young adults and the influence of the supermarket contexts on decision making. Insights from literature and field research were used to create a storyboard and persona, addressing the core dilemma of “What’s for dinner tonight?” when entering the supermarket. This is precisely that moment the protein screen intervenes.

The protein screen is a product service systems with an interactive screen placed just beyond the gates of the supermarket. The visitor is presented with three questions, which they could answer by tapping on the screen. Based on their responses, the visitor receives plant-based recipes recommendations and finds a recipe match. By scanning QR code, the user recieves the grocery list and recipe on their phone. Within one minute, the user can start filling their shopping cart with ingredients for a personalised and tasty plant-based meal. This system boosts plant-based product sales, supporting the supermarket’s sustainability goals and generates valuable consumer data.

The concept was tested with a Minimum Viable Product (MVP) in a supermarket as depicted on the image below, yielding feedback from the target audience and stakeholders. Flevo Campus responded positively and expressed interest in further development. Additional steps in collaboration with other stakeholders need to be taken regarding the (financial) feasibility of the project.

This project contains an in-depth case study that
illustrates how behaviour change theory can be applied in the supermarket context, providing an intervention that channels consumer choices towards plant-based options and offering recommendations for future development.