A recent report by global strategy and management consulting firm McKinsey unveils a significant openness among US consumers towards experimenting with food and drinks containing novel protein ingredients. Dividing these innovations into three distinct categories, the report sheds light on evolving consumer preferences and the potential pathways for increased adoption.
The study categorizes novel proteins into animal-free products crafted through precision fermentation, biomass proteins sourced from microorganisms, and fungi proteins like mycoprotein and mycelium. Plant-based proteins were also scrutinized for reference.
Findings reveal a notable receptiveness, with 63% of respondents expressing willingness to try animal-free proteins, followed by 56% for biomass proteins, and 49% for fungi proteins. Comparatively, plant-based proteins garnered the highest acceptance rate at 77%. Moreover, 28% indicated a greater inclination towards trying novel ingredients if they enhanced the health profile of the food, with nutritional labels emphasizing protein content deemed most persuasive.
While environmental messaging such as “sustainably produced” resonated positively, terms like “vegetarian” and “vegan” received lukewarm responses. Similarly, terms like “bioengineered” and “next-gen” encountered limited understanding among participants.
The report highlights that consumers exhibit greater openness towards incorporating novel protein ingredients into breakfast, lunch, or snack options. However, barriers persist, with awareness gaps and uncertainties regarding production methods cited as major deterrents. Taste, naturalness, and price concerns also influence consumer attitudes.
Encouragingly, nearly half of respondents expressed readiness to pay a premium for products featuring novel ingredients, with a significant proportion willing to pay up to four times more. Notably, willingness to pay was more closely associated with product category rather than the type of protein utilized, suggesting that innovative technologies need not impede consumer acceptance.
In light of these insights, McKinsey advocates for increased consumer education and awareness-building initiatives surrounding novel proteins, emphasizing their potential as a strategic investment for industry stakeholders. Furthermore, aligning product innovation with consumer preferences, particularly by combining familiar terminology with emerging sustainability narratives, is touted as a promising approach to drive trial and adoption among health-conscious and environmentally aware consumers.