Price Parity, Precision Preference: What This Plant-Based, Fermented Survey Tells Us About EU Consumers

A survey conducted by researchers at Sweden's Umeå University aimed to understand European consumers' attitudes towards plant-based and fermented foods. The study found that Europeans are more trusting of precision fermentation than other forms, prefer cost-competitiveness over lower prices for plant-based food, and are divided over the sustainability aspects of alternative proteins. While meat consumption is declining, dairy consumption remains consistent, with dairy products being the most frequently consumed foods. Plant-based meat and dairy are among the least consumed foods in Europe, with taste, health, and price being the key drivers of food choices for consumers.

The survey also revealed that consumers are divided on the health and climate benefits of alternative proteins, with taste, health, and affordability being the most important motivators of food choices in Europe. Additionally, trust in precision fermentation is higher than in traditional or biomass fermentation, and convenience is a major barrier for consumers when it comes to consuming more plant-based foods. Overall, the survey provides valuable insights for developing innovative plant-based fermentations that align with consumers' sensory expectations.