A recent study by the Good Food Institute (GFI), conducted in collaboration with Accenture, has examined consumer attitudes and preferences toward precision fermentation (PF) products in five key markets: France, Germany, Spain, the United Kingdom, and the United States. The research explores how consumers perceive PF-produced dairy and egg ingredients, offering insights into effective communication strategies for this emerging food technology.
Precision fermentation and its applications
Precision fermentation uses microorganisms, such as yeast, to produce specific proteins found in animal-based products, including dairy and eggs. These proteins, identical to those in conventional animal products, serve functional purposes such as enabling cheese to stretch or eggs to bind in recipes.
PF products can either serve as ingredients incorporated into larger food items (e.g., whey protein in baked goods) or as standalone components (e.g., PF whey protein powder). Despite the technology’s growing use in the US, consumer awareness across Europe and the US remains low, underscoring the need for clear, effective communication.
Consumer research findings
The study found that messaging and nomenclature around precision fermentation significantly influence consumer understanding and willingness to try these products. While most consumers have little to no knowledge of the process, the research suggests that simple and relatable explanations can enhance interest and engagement. For example, describing PF as a process “similar to brewing beer,” where microorganisms are programmed to produce specific proteins, resonated positively with participants.
Consumers preferred moderate detail in process descriptions, avoiding overly technical or scientific language. One participant noted that this approach offered “just enough detail for those of us who aren’t chemists.”
Nomenclature preferences by market
The research revealed notable differences in preferred terminology across the studied markets. In all regions, concise and non-technical terms were favored for product labeling and ingredient lists. For instance, the term “animal-free” performed well in English-speaking markets, while “tierfrei” (animal-free) was preferred in Germany and “sin origen animal” (without animal origin) in Spain. These terms were seen as clear, appealing, and better able to differentiate PF products from conventional and plant-based alternatives.
When used in ingredient lists, shorter phrases such as “animal-free whey protein” were preferred over more detailed descriptors like “animal-free whey protein made from precision fermentation.” Consumers in formal contexts such as ingredient labeling tended to focus on simplicity and clarity.
Opportunities and challenges for the sector
The research identified three primary challenges for PF communication strategies:
- Positioning PF beyond the plant vs. animal dichotomy: Consumers often categorize food as either plant-based or animal-derived, leaving PF without a clear place in the framework. Highlighting the innovative nature of PF and emphasizing its alignment with familiar product categories could address this gap.
- Balancing scientific accuracy and accessibility: While consumers seek transparency about how PF products are made, overly technical descriptions can alienate them. Framing the process in familiar terms and using analogies, such as beer brewing, proved effective.
- Focusing on consumer priorities: Sustainability and animal welfare benefits, while important, are not currently key drivers of purchase decisions. Messaging strategies should prioritize familiar motivators like taste, price, and convenience, with environmental benefits presented as supplementary advantages.
The research found that consumer interest in PF products increases with exposure to their potential benefits and the underlying production process. Across all markets, approximately half of respondents expressed a willingness to try PF products, particularly when presented as part of a composite product, such as baked goods or pasta, rather than standalone items like PF milk. Free samples and social influence, such as recommendations from friends, were also identified as effective ways to encourage trial.
Next steps
The study examines areas for further exploration, including identifying the best product categories for introducing PF ingredients, tailoring communication strategies for different markets and demographics, and refining consumer education about PF. With consistent and clear messaging, the industry may better position PF as a viable alternative to conventional animal products.
Download the full report here.
