STUDY: Consumers are ready for animal-free dairy
Overall, consumers consider precision fermentation as an expansion of the dairy industry, not a direct challenge to it. The notion of replacing conventional dairy with animal-free items became more of a moral and common sense idea.
AMY BUXTON: Attitudes towards precision fermentation dairy are being put under the spotlight. A joint study carried out by Formo, Mercy For Animals, and Fordham University, has reported positive feelings about the sector and its impact on animals. Amongst the findings, “strong consumer enthusiasm” is a key takeaway, with curiosity surrounding animal-free dairy ranking highly as well.
The 58-page report features the results of ten focus groups of 3-5 participants. The interviews were conducted in Germany, the U.K., Singapore and the U.S. Perceptions of precision fermentation were registered as positive overall but one of the key challenges for the burgeoning sector if that for most consumers, there will be an education process. Early data shows consumers may see it as one of many dairy options, rather than as an outright replacement to animal dairy.
During the study, focus group participants were told about the process of precision fermentation. Scientific information was relayed in understandable formats to create an understanding of molecularly identical products that needed no animal involvement. Whey and casein were both used as examples of key ingredients that create authentic dairy but can be replicated without cows. Participants were seen to make the connection between the process and the advantages thereof, according to the report…
Participants were identified by researchers as relating precision fermentation dairy to their own ethics and belief systems. Many reflected on the conventional dairy industry and ruminated on the cruel practices that could be eliminated. As a direct result of this observation, “animal-free dairy” has been chosen as a preferred term for consumer-facing information and marketing, one which connect with people on a level that would inspire a shift in purchasing habits…
Overall, consumers consider precision fermentation as an expansion of the dairy industry, not a direct challenge to it. This could be linked to another key takeaway that highlights how consumers feel confused by the term until it is explained to them fully. From here, the notion of replacing conventional dairy with animal-free items became more of a moral and common sense idea. “It gives us more choices, more options to choose and for different kinds of people,” a 39-year old German commented. SOURCE…
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