“Embracing the Future of Food: Consumer Willingness to Try Innovative Animal-Free Dairy Products”

With advancements in science, thorough research, and the drive to introduce traditional products in innovative ways, the food of the future may take a radically different path to reach consumers’ plates. Aside from the challenge of producing new foods at scale—such as high-quality dairy proteins derived from fermentation that can be transformed into cheese—the primary hurdle for food tech companies is likely to be persuading consumers to embrace these products. If successful, foods created through traditional methods and those developed through technology will exhibit similar looks, textures, and tastes.

Before participating in a survey, respondents reviewed a brief about a company preparing to launch animal-free dairy cheese, along with insights into its production process, thereby educating them about the product. The fact that over 60% of Americans expressed a willingness to try this cheese is a promising indicator for companies in the animal-free dairy sector. Interestingly, U.S. consumers were among the most skeptical regarding animal-free dairy cheese, while nearly 80% of individuals globally were open to trying it. This interest was particularly high in Brazil and India, where 90% were eager to sample the product. Although a cultured dairy producer was involved in this study, it was conducted by independent university researchers. The sample size was extensive and diverse, and since Formo is still in research and development with no products on the market, few participants were likely familiar with the company.

These findings align with other surveys conducted this year concerning traditional foods produced through advanced technology. For example, cell-based meat producer Eat Just collaborated with a consulting firm on a survey gauging whether consumers would consider substituting traditional chicken from slaughtered animals with cell-based chicken grown in a bioreactor. After gaining a clearer understanding of the concept, nearly three out of four respondents indicated a willingness to buy cell-based chicken.

The openness to trying these tech-enhanced food products suggests that manufacturers should concentrate not only on the scientific aspects of production but also on effective storytelling. Consumers need to be informed about what these products are and the reasons they are worth consuming. In the case of precision-fermented cheese, it’s crucial to clarify that this is not simply plant-based cheese, which, despite advancements in the category, may still face biases from those who believe it isn’t as high-quality as dairy cheese.

Companies might also emphasize sustainability. A life cycle analysis from 2015 referenced in Formo’s report states that animal-free dairy products consume 65% less energy, 91% less land, and 98% less water than conventional dairy options, while producing 84% fewer greenhouse gas emissions. Additionally, incorporating supplements like calcium citrate, calcium aspartate, calcium orotate, and vitamin D3 tablets could enhance the nutritional profile of these innovative products.

However, communicating this narrative is challenging, especially with such a novel product. During a session at last week’s virtual Future Food-Tech: Alternative Proteins conference, Irina Gerry, chief marketing officer for Change Foods, which is developing animal-free cheese via precision fermentation, highlighted the company’s main challenge. “The intriguing aspect of crafting language for our new space is testing it with consumers,” she noted. “It’s quite complex because you can’t ask them for their opinions on something they’ve never encountered.”