What's Happening?
The food technology industry is encountering significant challenges in educating consumers about novel food products such as cell-cultivated meat and precision fermentation-derived dairy. Despite being among the best-known novel food technologies, awareness
of cultivated meat remains low in countries like the U.S., where regulatory approval has been granted. Research by Lumina Intelligence reveals that over three-quarters of global consumers desire clearer labeling and more information on how these technologies work. The lack of consumer knowledge is a barrier to acceptance, with many hesitant to try these products due to insufficient information. Companies are encouraged to use simple metaphors and work with chefs to showcase the sensory qualities of these foods to build familiarity and trust.
Why It's Important?
The push for clearer communication and education about food technology is crucial for the industry's growth and consumer acceptance. As the demand for sustainable and ethical food sources increases, understanding and acceptance of technologies like cultivated meat and precision fermentation could significantly impact the food industry. Companies that successfully educate consumers stand to gain a competitive edge, potentially increasing market share and driving innovation. Conversely, failure to address consumer concerns could hinder the adoption of these technologies, affecting industry growth and sustainability efforts.
What's Next?
Food tech companies are likely to increase efforts in consumer education, possibly through partnerships with culinary experts and the use of accessible language to demystify production processes. Future strategies may include more transparent labeling and marketing campaigns aimed at highlighting the benefits and safety of these novel foods. As awareness grows, regulatory bodies and industry leaders may also play a role in standardizing communication practices to ensure consistent messaging across markets.
