A landmark symposium held 11-12 May 2022 united researchers and industry from across Europe, Asia, Australia and Aotearoa to share insights on future foods. During the symposium, 17 international speakers from universities, industry and non-profit organisations shed light on how and why consumers engage with future foods. The symposium was organised by the MBIE-funded Consumer Dimensions of Future Foods Catalyst Project, which is a collaboration between Massey University and A*STAR in Singapore.
Future foods need to be both nutritious and sustainable
Here, by future foods, we mean plant-based products that can be consumed in place of meat, dairy, or eggs – ranging from meat analogues to plant-based alternatives to milk, from seaweed to lab-grown meat. They are an important research topic because the reduction of animal protein consumption could simultaneously address human and planetary health issues. Understanding how consumers and industry navigate future foods is critical in unlocking their potential.
Motivations for consumption of future foods vary widely
Several speakers at the symposium highlighted that motivations to make and eat future foods are wide-ranging. Many consumers eat future foods for personal health, and some are motivated by concerns for effects of meat production on the environment and animal welfare. A sense of adventure also contributes to uptake of plant-based meat alternatives for a segment of consumers who like trying new foods. There is no ‘typical’ consumer of future foods. This can make it harder to develop products that meet the needs of a future food consumer.
Messaging around taste and emotion can increase product choice
A successful product needs to taste good, be easy to prepare, and affordable. Therefore, clear messaging that focuses on taste and convenience, rather than health, is more effective in attracting customers. Furthermore, eating foods that are meant to improve the environment and animal welfare is highly emotive to some consumers. Dr Marleen Onwezen showed that including emotions on packaging, rather than claims based on scientific facts, increases product choice.
Plant-based alternatives do not always mimic the nutrition, taste and texture of meat
Replicating meat-like taste and texture remains difficult for food technologists and the food industry. However, some consumers do not want meat replicas, instead preferring more plant-like products. Future generations who grow up with exposure to future foods may be more accepting of a wide range of plant-based meat alternatives.
Although plant-based meat alternatives are often used instead of meat, similar nutritional quality is not a guarantee, said Rachel Tso. Notably, consumers perceive plant-based products to be healthier than meat and dairy when they are often higher in salt and fat, and lower in protein and micronutrients, highlighting an education gap.
Cultivated meat still very ‘novel’
Cultivated animal products, which are grown from animal cells in a laboratory, may offer the best of both worlds to consumers – the ability to eat meat, without the animal or environmental sacrifice. Because these are ‘novel’ foods without a history of safe consumption, many countries have restrictive policies in place. Prof Ben Smith said consumers are hesitant and fearful about the unknown, and highlights that trusted processes of control and regulation are required for consumer to accept cultivated meat. Singapore currently leads the way and approved the sale of lab-grown meat in 2020.
Aotearoa can bridge physical distance with high-value foods
Aotearoa experiences difficulties to compete with large-scale plant-protein producers such as Canada, said Dr Abby Thompson. Distance from export markets remains a challenge for the Agrifood industry in Aotearoa. This may be outweighed by the country’s ability to make safe, high-quality food for international consumers. Māori industry have similar challenges but are also positioned to deliver entirely unique foods. Māori could communicate distinct cultural values to connect with consumers who appreciate indigenous-led food production but doing this authentically can be challenging.
Animal meat is not going anywhere
Consumer behaviour is very difficult to change, and meat will not be displaced anytime soon, said Prof Michael Siegrist. Whether future foods are a trend or here to stay remains to be seen, but since products are still in early stages, they will undoubtedly evolve over time. To drive change, consumer research is critical to contribute to solving the mysteries around our future foods.
Summer Wright, 24 May 2022