Many consumers are willing to try animal-free food products, according to a study published in the journal Future Foods.
Many food companies are currently working on new processes to produce alternative dairy products without using cows. Using precision fermentation, egg and milk proteins can be created from bacteria, yeast, and other fungi. These are then used to make foods with a familiar taste and texture. The aim is to produce food that is high in nutrients but uses fewer resources and is more environmentally friendly.
The main question is whether consumers can accept and purchase these items. It seems that the answer is yes. A team of researchers from the University of Göttingen found that most German consumers would be willing to try and buy cheese produced in this way.
In collaboration with LI Food – Landesinitiative Ernährungswirtschaft Niedersachsen and the German Institute of Food Technologies (DIL), the team conducted an online survey involving around 2,000 participants. The survey included questions about whether participants accepted animal-free cheese. With the results, the team analysed the potential opportunities and risks of the technology, including its relation to sustainability, impact on agriculture, and product quality.
Most participants didn’t need much information to decide to buy cheese from precision fermentation. Only products that involved genetic modification of the microorganisms needed in the process lowered the participant’s willingness to try the product.
Participants also learned about the potential advantages and disadvantages of this technology. Emphasising the consistency of products in terms of quality, advantages to the environment, and animal welfare increased the willingness to try the cheese. The result was slightly different when consumers were informed about potential risks, such as farmers losing their source of income or large companies exerting too much power on the market. These aspects reduced the willingness to buy and pay for such cheese.
“Our study shows that consumers in Germany are open to cheese from precision fermentation if they are informed about the benefits and high quality of the product. However, it is important to design the communication carefully to address concerns about the impact on traditional agriculture”, explains first author Dr Sarah Kühl, Chair for Marketing for Food and Agricultural Products at the University of Göttingen.
Some of these products are already available in the USA, but authorisation in the European Union is still pending. In addition, the technology is not new; it is already used in the production of medicines such as insulin.
Kühl, S.; Schäfer, A.; Kircher, C.; Mehlhose, C (2024): Beyond the Cow: Consumer Perceptions and Information Impact on Acceptance of Precision Fermentation-produced Cheese in Germany. Future Foods, 10, 100411. DOI: 10.1016/j.fufo.2024.100411