BACKGROUND: The objective of this study was to evaluate the importance attributed by consumers in Denmark (DK), Germany (DE) and Spain (ES) and across dietary lifestyles to the characteristics of different types of foods based on alternative proteins. Data were collected through a web-based survey (15 November to 16 December 2019). A total of 872 completed questionnaires from DK (n = 258), DE (n = 296) and ES (n = 318) were obtained. RESULTS: Four segments according to frequency of animal- and plant-based food consumption were identified: (i) no animal, high plant; (ii) low animal, high plant; (iii) moderate animal and plant; and (iv) high animal, moderate plant. Across all segments, foods based on legumes/pulses as well as plant-based spreads and products that do not resemble meat in taste and texture were of interest. Segment 4 was more in favour of ‘health’ as an important factor in new food products, whereas segment 1 was more likely to consider ‘animal friendly’, ‘minimally processed’, ‘environmentally friendly’ and ‘produced with minimum CO₂ emissions’ as key aspects. Furthermore, familiarity was of minor importance across the segments. This could indicate an opening for new, innovative plant-based alternatives that have their own identity. CONCLUSION: An overall interest exists towards innovative food products based on plant protein, specifically legumes/pulses, among consumers in the three countries and across different dietary lifestyles.