Consumer Perceptions
Understanding the Future of Plant-Based Fermented Foods
Developing innovative fermented foods is only part of the challenge. Ensuring that consumers are willing to choose them is equally important. HealthFerm has investigated how European consumers perceive plant-based fermented foods, generating new insights into the factors that influence acceptance, purchasing decisions and future market potential. The findings provide valuable guidance for researchers, food producers and policymakers seeking to support healthier and more sustainable diets.
HealthFerm's consumer research examined attitudes towards plant-based fermented foods across several European countries, exploring consumers' familiarity with fermentation, perceived health benefits, sustainability considerations and sensory expectations. The results show that consumers generally associate fermented foods with positive attributes such as naturalness, health and digestive wellbeing, while interest in plant-based alternatives continues to grow. At the same time, awareness and consumption vary considerably between countries and consumer groups, highlighting the importance of targeted communication and product development.
The research also identified the main drivers and barriers influencing consumer choices. Taste, texture and product quality remain the most important determinants of acceptance, while health benefits, sustainability and environmental impact increasingly shape purchasing decisions. Conversely, unfamiliarity with certain fermented products, limited knowledge about fermentation and uncertainty regarding flavour profiles can reduce consumer willingness to try new products. These findings underline the need for products that combine scientifically validated health benefits with appealing sensory characteristics and clear consumer communication.
Beyond understanding consumer preferences, HealthFerm has developed practical tools for assessing how consumers value the economic, social and environmental sustainability of fermented foods. Together, these results help ensure that future fermented plant-based products are designed not only to deliver nutritional and environmental benefits, but also to meet consumer expectations and encourage lasting dietary change. By integrating consumer insights throughout the innovation process, HealthFerm is helping accelerate the transition towards healthier and more sustainable food systems.
Two consumer surveys formed the base for these insights. The visualised data for the first survey can be accessed here.
More results on this will be added later this year as they become available.