Listening to European consumers

Sustain-a-bite has obtained its first results on consumer perception and acceptance of plant-based foods and minimal processing technologies. Conducted under WP4 “Consumer acceptance of new food products and processes” and led by the Consumer Behaviour team at Bern University of Applied Sciences (BFH), the study examines how consumers view novel plant-based alternatives to meat and dairy foods developed with innovative, less intensive processes. These initial insights are crucial in guiding technology development and the selection of the final food models in which they will be applied. This will ensure trust and alignment with consumer expectations, so that Sustain-a-bite food prototypes are widely accepted.

The initial qualitative research phase is based on semi-structured interviews with ~50 participants. The sample was balanced by sex, age, education, urban-rural residence, and income, and conducted across four European countries: Switzerland, Finland, Portugal, and Romania.

What matters in our food choices?

1. The top factors driving food choices include taste, healthiness and naturalness, i.e. the preference for foods made from natural ingredients without additives. Food composition (especially low salt and fat) and the use of locally sourced ingredients within short value chains are also highly valued.
2. When it comes to unfamiliar foods, attractive packaging, curiosity and affordability, along with taste and nutritional value, motivate us to try new foods.
3. Many participants report having a balanced diet including vegetables, fruits, dairy and meat. They actively seek out healthy foods, generally understood as products made with natural, locally produced, and often organic ingredients.
4. There is strong scepticism toward highly processed foods, which are associated with nutrient loss, additives, preservatives, and excessive processing steps.
5. The most popular plant-based choices are alternatives to meat (such as burgers and meatballs) and dairy (yoghurts and milk). Consumers also show interest in snacks and drinks like smoothies.
6. Yet serious barriers remain for wider adoption of plant-based alternatives. They are often seen as too expensive and raise doubts about their nutritional value, particularly meat substitutes, which many perceive as highly processed, and their taste and texture are not always quite right.
7. Consumers asked for greater plant-based food variety in supermarkets and restaurants and showed interest in products that are not mere “imitations” of meat but offer genuinely new experiences.

Most consumers expressed openness to introuducing new plant-based foods that are sustainable and healthy, made from simple, natural ingredients, while making efforts to cut back on meat and ready-made meals.

Looking ahead

These findings will now guide the design of a large-scale online survey with more than 10,000 participants from eight European countries. This next phase will deepen the project’s understanding of:

• Which consumer groups are most open to sustainable food innovations
• How regional attitudes differ
• How to best communicate the benefits of minimally processed plant-based foods

By placing consumer voices at the heart of scientific and technological innovation, Sustain-a-bite aims to bring healthy and sustainable plant-based eating closer to everyday future diets.