Not getting laid: Consumer acceptance of precision fermentation made egg

• Main Authors: THOMAS, Oscar Z., CHONG, Mark, LEUNG, Angela K. Y., FERNANDEX, Tricia M., NG, Shu Tian
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: precision fermentation; cellular agriculture; fermentation; consumer acceptance; food system; Communication; Critical and Cultural Studies; Food Science; Social Psychology
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7296; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8295/viewcontent/Leader_Expressed_Humility_av.pdf
• Institution: Singapore Management University

Mounting concern over the negative externalities of industrialized animal agriculture, coupled with falling cost curves of novel food technologies have birthed the field of cellular agriculture: a new category of food technology seeking to reproduce the sensory experiences of animal protein, and promising a cleaner, more ethical way of enjoying animal proteins. This research examines consumer acceptance of precision fermentation (PF) made egg products in Germany, Singapore, and the USA. Using an online survey of 3,006 participants, the study examines demographic and dietary traits that predict willingness to try such products and identifies the reasons why consumers are most attracted to them. The findings suggest that PF made egg products are likely to find a willing market, with a substantial proportion (51-61%) of participants willing to try the product, with vegetarians and vegans displaying the highest enthusiasm. Egg consumption habits and, to a lesser extent, income also predict acceptance. Major reasons for adopting the product were animal welfare in Germany, and health aspects in Singapore and the USA, as well as curiosity in all three countries. Observed differences between the acceptance of PF egg and PF dairy are discussed, as well as comparisons to existing alternative protein (AP) product adoption.