A recent report from EIT Food highlights that the primary challenge for biotechnology-derived proteins is not technological development, but consumer trust. Research involving 215 European participants indicates that acceptance depends on whether consumers perceive these products as safe, healthy, and familiar. While many associate high-tech production with artificiality, consumers often evaluate the final product independently of the manufacturing process. The findings suggest that companies should prioritize clear, simple communication regarding health benefits and product quality rather than focusing solely on technical processes or sustainability. Transparency is essential, yet technical jargon often hinders understanding. By connecting novel proteins to familiar concepts and addressing concerns about safety and naturalness, manufacturers can better bridge the gap between innovation and consumer expectations. Ultimately, success depends on presenting these foods as relatable options that align with established dietary values.
Source: EIT Food report: Overcoming consumer scepticism in biotechnology foods
