The use of natural resources for bio-based products (BBP) such as packaging and furniture is still proceeding slow, compared to the increasing use of them for bio-energy. Although a larger market size of BBP would contribute to a more sustainable society, the transition towards a European bio-based economy requires more attention. Contrary to the huge attention for technology development, there is still little attention for the market development of BBP and the potential users. To respond to this, the H2020 project BIOVOICES (www.biovoices.eu) has identified twelve challenges to contribute to the market uptake of bio-based applications to stimulate the discussion with stakeholders involved in more than 70 workshops organized by the project. The dialogues with the quadruple helix clarify a number of arguments, which have been hardly discussed so far. They are important to include the user perspective to speed up the market of bio-based application sectors.