Research done on behalf of the EIT Food Consumer Observatory for EIT Food.

Precision fermentation uses microorganisms such as yeast or fungi to produce specific food ingredients, like the proteins and fats usually found in eggs, dairy and meat, without farming animals. The technology could help deliver ingredients with a lower environmental impact, less animal suffering, and a more stable supply. Its success, however, depends on more than the technology itself. Consumers need to want the products. 

The aim of this study was to understand how European consumers perceive precision fermentation and to identify which messages make its benefits feel relevant, credible and appealing. The results help food companies develop go-to-market strategies that turn consumer curiosity into confidence. 

We ran a two-stage qualitative study with 45 participants from across Europe on the Consumer Observatory’s online Citizen Participation Forum. In the first stage, we explored what consumers think about precision fermentation, how they expect it to be used in food and which eating occasions it suits. In the second stage, we used concept testing to evaluate three narratives presenting different benefits of precision fermentation across three products: a plant-based burger, a cream cheese and a packaged snack cake.

Consumers don’t yet understand precision fermentation, but they are curious and many want to taste a product before they judge it. Their trust in traditional fermentation creates a positive halo, while vague explanations of how the process works make them suspicious. 

Four lessons stand out for communicating about precision fermentation: 

1. Capitalise on curiosity. Products must deliver from the first bite, and new creations work better than copies of old favourites, which invite a comparison the original usually wins. 

1. Lead with personal benefits. Better flavour, texture or nutrition drives choice. Animal welfare and sustainability play a supporting role. 

1. Help consumers place it. People are unsure whether precision fermented ingredients are “real”, vegan or something else entirely, so be clear about what the ingredient is. 

1. Explain the process openly. Clear, accessible information about what the microorganisms do builds trust, especially outside the product context. 

The report is a must-read for ingredient manufacturers, food brands, retailers and caterers developing products with precision fermented ingredients, as well as for policymakers who want to understand how consumers engage with this technology. 

This report is available to everyone at no cost via EIT Food’s website. 

Learn more about how to tell a story about precision fermentation that consumers will resonate with in another recent article.