Turning novel proteins into trusted foods: Consumer perceptions of high-tech proteins
The biotechnology industry must strategically introduce novel proteins to consumers before market launch. This report explores how novel proteins produced using biotechnology can best be positioned for consumer acceptance.
The biotechnology sector is advancing rapidly. As novel protein manufacturers prepare to bring products to market and regulatory frameworks continue to evolve, a critical opportunity is emerging. The way these products are positioned at launch will significantly influence consumer acceptance. A compelling narrative can reinforce support among existing advocates, win over undecided consumers, and build trust among sceptics.
This research builds on the findings of EIT Food Consumer Observatory’s recent reports:
- Uncovering consumer perceptions of the upcoming Biotech Act,
- Consumer Perceptions of Proteins for the Future,
- Future Scenarios for Alternative Proteins.
If you would like to know more about the consumer perspectives highlighted in this work and what opportunities they present for your organisation, please get in touch via co@eitfood.eu.
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