Factors affecting consumer attitudes to fungi-based protein: A pilot study

Area of Science:

• Food Science
• Consumer Behavior
• Sustainable Diets

Background:

• Meat substitutes offer sustainable diets and improve animal welfare.
• Fungal protein (mycoprotein) is derived from fermented filamentous fungi.
• Consumer acceptance is crucial for the adoption of novel food technologies.

Purpose of the Study:

• To investigate consumer acceptance of fungal protein-based meat substitutes in Europe.
• To identify factors influencing purchase intentions and perceptions of fungal protein.
• To explore the role of food technology neophobia and familiarity.

Main Methods:

• Mixed-method study combining web-based surveys and semi-structured interviews.
• Utilized the Food Technology Neophobia Scale (FTNS) to assess consumer attitudes.
• Analyzed data based on demographics, dietary habits, and specific concerns (e.g., mould association).

Main Results:

• 56% of participants were unfamiliar with fungal protein but recognized its societal benefits.
• Food technology neophobia was a weak predictor of perceived benefits and purchase intentions.
• Younger participants, city dwellers, and reducetarians showed higher acceptance and purchase intent.
• Acceptance of fungal protein's association with mould significantly impacted purchase intentions.
• Sensory attributes and clean labels were key factors for acceptance, alongside familiarity with mould-containing products.

Conclusions:

• Overall acceptance of fungal protein meat substitutes remains low, potentially due to perceived lack of appeal and taste.
• Familiarity, positive sensory experiences, and reduced neophobia are key drivers for increasing acceptance.
• Targeted communication addressing concerns about mould and highlighting benefits can enhance market penetration.