The research project 'CO-MEET: Measuring consumption opportunities for the evaluation of the Protein Transition', carried out by the BE4LIFE research centre of Ghent University, is part of the Green Deal 'Protein shift on our plate', Via the CO-MEET project, we want to gain more insight into the consumption opportunities to accelerate or facilitate the protein shift. These opportunities are mapped via three variables. We investigate which products (1), situations/contexts (2) and individual characteristics (3) influence motivations for consumption and the consumption experience, and to which degree these variables have the potential to install behavioural changes. When relevant, the impact of combinations of variables are assessed as well.