Key Takeaways
- European consumers show low interest in novel foods, despite high awareness of food technologies.
- Asian countries, particularly China and India, exhibit a much stronger willingness to try cultivated meat and food tech.
- Preference for natural foods in Europe hinders the adoption of innovative food technologies.
European consumers are notably reluctant to embrace novel foods, such as cultivated meat and genetically engineered crops. Despite a high level of awareness about food technologies, the response remains predominantly negative. Research by Lumina Intelligence highlights that while countries like the UK and Italy have good awareness, their intent to try these innovative foods is still low.
The report, titled “Future Food: How the UPF Debate is Reshaping Consumer Behaviour,” surveyed 9,500 consumers across 13 countries, seeking to understand perceptions of health and food tech. Even in nations like Spain, Germany, and France—where awareness is below average—the reluctance to accept novel foods is persistent. Conversely, countries in Asia, particularly India and China, show a significantly higher openness and willingness to try these technologies. For example, Malaysia leads with 26% of respondents indicating they would likely consume cultivated meat.
Cultivated meat, also referred to as lab-grown or cell-based meat, is created by cultivating animal cells in a bioreactor, producing familiar meat products like burgers and nuggets. Asian consumers express excitement about food technologies, whereas Japan and South Korea display uncertainty, being among the least likely to embrace these innovations.
The stark divide between European and Asian attitudes raises a critical question: why are Asian nations quicker to adopt food tech? The report attributes Europe’s reluctance to a strong preference for traditional and natural foods, particularly in culinary-centric countries like France and Italy. This cultural inclination presents a significant obstacle to the acceptance of processed or technologically derived foods.
Although European consumers exhibit higher distrust of food tech companies and scientific advances compared to their Asian counterparts, this factor does not dominate their hesitance. The data suggests that Europeans generally show skepticism towards institutions, while Asian markets tend to embrace technology as a benefit.
Food safety perceptions also differ, with 31% of Asian consumers prioritizing hygiene standards offered by food technologies, compared to just 21% in Europe. This disparity suggests that safety concerns have a more central role in Asia’s willingness to try new innovations.
Looking ahead, it is crucial for innovators to find ways to enhance the appetite for food technologies in Europe. Key insights and recommendations will be discussed at the upcoming Future Food-Tech London event on September 24-25, where the report will be presented by Jess Spiring and Flora Zwolinski.
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