Waste to Want: Consumer Acceptance of Upcycled Food Products
An EIT Food Consumer Observatory study on European consumer perceptions towards upcycled food products.
From wonky vegetables used in soups, to muesli made from leftover barley, upcycled food products are becoming increasingly relevant as part of a sustainable and resource-efficient food system. While many consumers value waste-reducing practices, widespread acceptance of these products is not a given.
This qualitative study identifies the key drivers that influence both consumer acceptance of and hesitation towards upcycled food products. These drivers include:
- Reducing waste
- Affordability
- Healthiness
- Taste
Through exploring current consumer perceptions and attitudes towards these innovative options, the report offers actionable insights for how businesses can successfully position upcycled food products to drive market adoption.
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