A recent study by The Hartman Group has found that consumers are increasingly interested in precision fermentation as a technological solution to address challenges in the global food system, including sustainability, ethics, health, and food security. The survey of over 2,500 US adults revealed that almost three-quarters of respondents wanted their food to be as natural as possible, while 61% believed that science and technology could address climate change and improve the food system.
Laurie Demeritt, CEO of The Hartman Group, highlighted that precision fermentation is now closer to adoption than ever, given its positive reputation as a technology-driven solution towards global systemic food challenges. As consumers become more knowledgeable about the role of science and technology in the food industry, they are opening their eyes to exciting new opportunities to develop new processes and products.
The survey also revealed that consumers are becoming more accepting of food technology than in previous years, with almost half of respondents indicating they would consider using GMOs, provided companies explain why they are being used. The growing acceptance of GMOs means that precision fermentation is an ideal opportunity to create innovative products that resonate with consumers. Even with limited information, The Hartman Group observed that the likelihood of consumers purchasing products made with precision fermentation dramatically increased from 43% to 56%.
Market conditions are rapidly evolving, with younger generations increasingly concerned about sustainability and nutrition. As a result, brands must focus on establishing clear language that describes precision fermentation in a way that resonates with consumers. Allison Fowler, CMO of Perfect Day, emphasized the importance of transparency and sustainability substantiation to avoid greenwashing, which can erode consumer trust.
Category managers must re-evaluate their focus on natural and organic cues that do not necessarily align with sustainability. The study found that consumers are focused on the avoidance of certain ingredients, such as GMOs, sugar, artificial sweeteners, salts, fats and oils, and preservatives. Within this context, precision fermentation can play an essential role in meeting consumers’ needs for sustainable and innovative products.
Overall, the study highlights that food technology is becoming increasingly critical to support sustainable food production and encourage environmentally sound products. As younger generations gain greater purchasing power, brands must establish clear and transparent messages about precision fermentation to meet consumers’ needs.