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Most consumers want new foods: the power of innovation

A well-known quote from the famous filmmaker Woody Allen takes us directly to the power of innovation to create a better and more exciting future in everything we do and feel, including to devise and anticipate new consumer tastes: “I am interested in the future because it is the place where I am going to spend the rest of my life.” And that is what happens today in the biotech food industry: it works silently but without distractions on what will be on consumers’ plates tomorrow.

Consumers’ willingness to try new foods has become an indicator of the dynamism and adaptability of the food industry. According to the latest McKinsey&Company study “Novel proteins: Consumer appetite for sustainably made ingredients”, up to 67% of consumers are willing to try new ingredients. However, for this provision to translate into commercial success, it is essential to expand consumer knowledge about these new foods. This approach is a real driver of innovation within the industry.

Consumer trends and disposition

In recent years, there has been an increase in consumers’ intention to explore innovative products. The food industry will take advantage of this trend to transform the market, and to capitalize on this interest, it is also necessary to increase information among consumers, so that they feel prepared to try them.

Today’s consumers show a growing openness to experimenting with foods and beverages that deviate from the traditional, especially those that suggest health benefits or align with values ​​such as sustainability and caring for the planet.

An evolving industry

To maximize the impact of innovation and the consumer’s willingness to try new foods, in addition to adequate information that explains the benefits of new products, we must continue to develop foods that respond to emerging trends that enhance health, sustainability. and respect for animal welfare.

Consumers’ willingness to try new foods is a valuable asset for the food industry, whose success will depend on companies’ ability to connect with their consumers. By combining innovation with effective consumer outreach strategies, it will be possible to lead the way towards a more dynamic and diverse food industry, sustained by consumer interest in a constantly evolving market.

The food industry has undergone significant change over the last few decades, driven by technological advances, changes in consumption patterns and increased awareness of health and sustainability.

The emergence of biotechnology companies has allowed the production of functional foods and meat alternatives that imitate the taste and texture of animal products, as is the case with plant-based products, or that manage to produce real meat without animal sacrifice, as is the case with cultivated meat. Additionally, digitalization has transformed the way consumers interact with food products, facilitating access to nutritional information and ingredient traceability. This evolution is unstoppable, with the industry adapting to consumer demands for innovation, transparency and social responsibility.