GFI and Accenture Release Precision Fermentation Consumer Research Across Five Markets

A recent study by the Good Food Institute (GFI) and Accenture has analyzed consumer attitudes towards precision fermentation (PF) products in five key markets: France, Germany, Spain, the United Kingdom, and the United States. The research focuses on how consumers perceive PF-produced dairy and egg ingredients and offers insights into effective communication strategies for this emerging food technology. Precision fermentation uses microorganisms to produce proteins found in animal-based products, serving functional purposes like enabling cheese to stretch or eggs to bind in recipes.

The study found that consumer understanding and willingness to try PF products are influenced by messaging and nomenclature. Simple and relatable explanations, such as comparing PF to brewing beer, were found to enhance interest and engagement. The research also identified challenges for PF communication strategies, including positioning PF beyond the plant vs. animal dichotomy, balancing scientific accuracy with accessibility, and focusing on consumer priorities such as taste and convenience. Overall, the study suggests that with clear and consistent messaging, the industry can better position PF as a viable alternative to conventional animal products.