New research has suggested that consumers in North America are more inclined to accept novel food processing technologies that are proven or have the potential to make products consumed healthier, tastier, and more affordable.
Sustainability and convenience benefits are followed as reasons. However, were notably less significant incentives for accepting novel food technologies. Comparatively, technology was a critical issue that consumers were concerned about, with a significant majority indicating that companies utilising novel food processing technologies needed to be more transparent and open about what was used to manufacture products.
According to Innova market research, younger North American consumers were more willing to reject animal-based products than older generations, proving to be more curious and experimental with technology.
This has indicated an expanding market for food technology for the future, which is only challenged by the input required to make meat and dairy alternatives a staple ingredient and choice in contrast to traditional animal-based counterparts.
Innova’s Meat, Dairy & Alternative Proteins survey in 2022 showed that there had been an increase in North American consumers discovering alternatives. However, the number that consumed them daily was decreasing.
However, to manage consumers’ concerns with food technology, the more significant number of food-related benefits that they can see, and the simpler the food preparation process of the product is, the better. Consumers have shown a significant interest in plant-based meat where animal fat has been mimicked, with decreased interest in 3-D printed meat.
New food technology development should focus on healthier and tastier alternatives as this would align with increased consumer concern and demand for health-conscious products that don’t compromise on taste.
Furthermore, environmentalism is a driving feature for vegans and those on a plant-based diet to experiment with novel food processing technologies.
The category with the most significant room for innovation and expansion was dry blends and mixes for meat substitutes, as these were the most familiar for North American consumers. However, inflation has challenged this, with consumers continuously searching for more affordable solutions. Therefore, novel food processing technologies face much less scepticism when it presents cheaper solutions for consumers.
