Purpose: This study explores in-store retail sales practices for alternative protein products in Italy, with a focus on plant-based meat alternatives (PBMAs) compared to conventional meat products. It also investigates PBMA across different brand and business protein orientations to uncover disparities in retail practices, with attention to conventional and discount retailing. Design/methodology/approach: Data are collected in Bologna, a mid-size metropolitan area in Italy, during autumn 2023. The methodology involved conducting in-person store audits across ten supermarkets and hypermarkets. The data collected encompasses variables such as protein type, product format, price, promotions, product shelf placement and protein orientation. Data elaboration includes Analysis of variance (ANOVA) testing and multivariate linear regression. Findings: Results support that retail management practices price PBMA higher, offer fewer promotions and place them in the “ready-to-eat” department versus the meat department, if compared to conventional meat products. This suggests that Italian retailers do not consider PBMA as a direct alternative to the meat, but rather as a distinct food product category with its own retail management practices. The study also reveals that PBMA brand and business protein-orientation management practices influence pricing and sales. Retailers’ managerial approach shapes PBMA sales and consumer purchasing behavior. Originality/value: The study is pioneering research on retailers and PBMA, a rapidly expanding food category. It focuses on Italy, a country where interest in alternative protein products remains limited but shows significant potential for growth. Finally, it provides a detailed analysis of in-store retail food management practices balancing PBMA with conventional meat products.

Alternative proteins (APs) have the potential to contribute to the sustainable transition of food systems. This study aims to assess the current stage of development of the alternative protein industry, identifying factors, both barriers and enablers, that influence business growth. The analysis adopts a systematic literature review, following the PRISMA guidelines, identifying 50 studies. The S-curve model is then applied as an analytical tool to determine the development stage of the AP industry concerning plant-based, insect, and algae segments. The application of the S-curve provides a perspective on the evolution of innovative business such as AP. The results reveal significant differences in the maturity of the AP industry. The plant-based one is the most advanced, characterized by strong market organization and collaborations, despite challenges such as price competitiveness. The algae industry is promising due to its versatility, yet it is hindered due to production costs and unstable demand. Insects face the greatest barriers, including consumer acceptance and ethical concerns. The study emphasizes the importance of creating business strategies suited to each AP source to transform barriers into opportunities. This review contributes to the literature by comparing the unique peculiarities of the AP industry and providing insights from a cross-analysis of plant-based, algae, and insect development stages.