“Consumer Perspectives on Animal-Free Dairy: Insights from Focus Groups on Precision Fermentation Technology”
Precision fermentation is set to revolutionize the production and formulation of various food products, yet most consumers are largely unaware of this technology. Focus groups were organized to gauge consumer attitudes toward dairy products made without animal involvement. Led by Garrett Broad from Fordham University, these sessions allowed participants to share their opinions on animal-free dairy after receiving a brief overview of its production process. Attendees were presented with several “mood boards” that illustrated both positive and negative sentiments regarding animal-free dairy, followed by a ranking of various product names previously used by companies, manufacturers, and the scientific community.
In total, 42 consumers from the U.S., U.K., Germany, and Singapore participated in these online focus groups in October 2021. Most were enthusiastic about trying innovative foods, often considered “early adopters” of food technology. Two groups included individuals viewed as “late adopters,” who expressed less eagerness to try tech-driven products.
A key finding revealed that the primary advantage of animal-free dairy lies in its positive impact on animal welfare, a benefit that has not been heavily marketed to prospective consumers. Courtney Dillard, a social change researcher for Mercy For Animals, noted during a webinar about the results that participants generally agreed that the current methods of dairy production—where cows are often raised in inhumane conditions for continuous milking—are not ideal for animal treatment. Participants favored the term “animal-free dairy,” as it indicates the creation of identical milk without the need for cows. They also believed that these products would not pose a threat to smaller dairy farms, perceiving large dairy corporations as a more significant risk.
Dillard pointed out that advocacy groups like Mercy For Animals are frequently engaged in discussions with consumers about food technology, while companies tend to emphasize health and environmental advantages. Research indicates that animal welfare could play a more prominent role. “While companies like Formo may focus on product features, advocacy organizations can highlight the broader benefits that come with such products,” Dillard stated. “The concept of removing cows from the production process is a narrative worth promoting in collaboration with others.”
Participants expressed considerable curiosity about the technology behind animal-free dairy, including concerns about product safety. They questioned whether dairy produced through precision fermentation resembled genetically modified (GMO) foods. According to Broad, most consumers felt comfortable with the safety of these products as long as they were thoroughly evaluated by governmental food safety authorities.
As distinctions between GMO foods and precision fermentation were clarified, participants became more accepting of this fermentation application, noted Oscar Zollman Thomas, a business analyst at Formo. For precision fermentation dairy, the DNA is copied rather than modified, and fermentation has been utilized for centuries in making traditional items like beer and kimchi. “When relating this new technology to the corporatization of the food system, we often encountered indifference,” Thomas remarked. “It wasn’t that they didn’t care or view it as a problem; rather, they didn’t see it as a significant departure from the existing reality.”
Overall, the potential for liquid calcium magnesium in animal-free dairy products could also enhance their appeal, as consumers increasingly seek nutritional benefits. The focus groups highlighted a clear opportunity for the promotion of these innovative products that not only prioritize animal welfare but also offer valuable health benefits.
