Cheese of the future…

Cheese of the future appears to excite consumers with alternatives. Companies and institutes are currently working on biotechnological processes to produce dairy products using cows. It is supposed to have so-called precision fermentation, and egg and milk protein production with the assistance of bacteria, yeasts, and other fungi. Thus, this may result in alternatives to milk or cheese. It will have a familiar flavour and texture. However, it is important to observe if consumers would accept these products.

Research is conducted in Germany at the University of Gottingen. Thus far, researchers have found that many German consumers are willing to try and buy cheese made with these methods. These results of the research are published in the international journal, Future Foods.

Collaboration

This research is a collaboration between LI Food — Landesinitiative Ernährungswirtschaft Niedersachsen and the German Institute of Food Technologies (DIL). The results are based on online survey representation with almost 2000 participants.

The researchers have looked at the various aspects of information that affect the acceptance of cheese created in this way. Hence, they analysed the potential opportunities and risks of the technology. The analysis includes its relation to sustainability, product quality, and impact on agriculture. Specifically, the researchers are ensuring that they tick all the boxes from production to consumption. It must be acceptable to the consumers. So, without this acceptance, perhaps it may not gain any popularity.

Influences

So far, the research found that in general, information has minor influences on whether consumers would try or buy cheese from precision fermentation. Thus, it is likely acceptance level may be considerably high. For example, there has been a reference to the technological genetic modification of microorganisms. It is required for the production process which leads to a slightly much lower willingness for product trials. Therefore there may be a need to promote the product much better for trials.

Participants are facing the confrontation with the potential advantages and disadvantages of this technology. Thus far, the research finds it is better to focus on the consistently high-quality products. Hopefully, it provides the advantages in terms of the environment and animal welfare. Particularly increasing the opportunities and willingness for more trials for such cheese.

Possible risks

The situation is a little different when consumers are provided with information about possible risks. For example, that possibly dairy farmers will lose their source of income because of the new technology. Furthermore, the large companies perhaps exert too much power on the market conditions. Hence, these products may create monopolies over cheese. Therefore, these aspects mostly reduce the willingness to purchase and pay for this cheese.

Research findings show that consumers in Germany are willing to use cheese from precision fermentation when they are informed about the benefits. The key benefit is the high quality of the cheese. Therefore, it is imperative to design the marketing communication to carefully address consumer concerns. In particular to address concerns about the impact on traditional agriculture workflow. It is important to note, corresponding products are already on supermarket shelves in the USA. The technology as such is not new and pending in Europe.