Trust Gap Stalls European Uptake of Cultivated Meat and Precision-Fermented Dairy, EIT Food Finds

European consumers are showing marginal openness to food innovation, but specific technologies like cultivated meat and precision-fermented dairy are facing a decline in acceptance, according to EIT Food's 2026 Trust Report. The report highlights trust in the food system as a significant predictor of willingness to try new technologies, with consumers who trust the system being more open to innovation. Sustainability emerges as a stronger driver of adoption than health motivation, but both require sufficient trust to translate into willingness to try.

Willingness to try individual technologies decreased from 2024 to 2025, with the least familiar categories facing the strongest resistance. Age also plays a role, with younger consumers showing more openness to new products compared to older consumers. The report recommends a shift towards narratives focused on taste, health, and everyday relevance in order to increase acceptance of innovative foods and technologies among consumers. In order for food innovation to succeed, it is crucial for innovators to build trust and demonstrate the safety, usefulness, and enjoyment of new foods in people's everyday lives.