Study Finds Consumers Less Likely to Buy Fermented Plant-Based Foods When CHEAPER Than Animal Counterparts

A study conducted by the EU-funded HealthFerm project found that consumers are less likely to purchase fermented plant-based foods when they are priced cheaper than animal-based products. Participants in the study preferred plant-based alternatives to be priced at parity with their animal counterparts, as cheaper products were perceived as lower quality. This preference was consistent across meat and dairy alternatives, with only a small difference in willingness to purchase between products priced lower than animal-based options.

The study also revealed that consumers have trust in traditional fermentation methods over precision or biomass fermentation. Barriers to consuming fermented plant-based foods included concerns about health and sustainability benefits, as well as perceptions of lower convenience and satisfaction compared to animal products. However, the study also identified a growing market opportunity for alternative proteins, with a significant portion of respondents already consuming plant-based fermented products regularly. Overall, the study emphasizes the importance of achieving price parity for fermented plant-based products to capitalize on their market potential.