The linchpin in future of food is “We the People” – consumers like me and you! The greatest technologies will go nowhere, if consumers don’t accept them. And just as important as the first try, often driven by curiosity, is the repeat buy, which relies on a superior experience.
In this context Cargill recently co-sponsored a study about the perceptions, attitudes and drivers related to science and technology in food with a focus on the evolving area of precision fermentation.
Here are some highlights:
- More consumers see science as a necessary solution for global issues: 69% of respondents say “We need to find ways to meet our society’s nutritional needs with fewer resources like energy, water, or carbon” (up 5% compared to 2019)
- BUT, environment and social concerns are not enough! Taste is still king and health and nutrition play an increasingly important role
- Precision fermentation is well positioned overall, but a little education goes a long way (13% bump in “likelihood of purchase” after a simple description)
https://lnkd.in/g-8HtRsi
Executive Group Strategy Director
1yLOOOOOVE. Congrats! Now I need to go start a new company so I can hire Uniform.