Precision Fermentation Cheese: Why Are Consumers Hesitant?

A recent study conducted by the University of Bonn has found that while consumers in Germany express interest in cheese made using precision fermentation, many remain unfamiliar with the technology and hesitant to purchase such products. The research, published in Food Quality and Preference, surveyed 420 individuals representative of the German population in terms of gender, age, and region. The study explored attitudes toward a hypothetical “animal-free Gouda” produced using precision fermentation. Positive associations, but reluctant purchases Although respondents generally rated the concept positively in terms of animal welfare and environmental impact, the survey revealed that purchasing decisions were more strongly influenced by product-specific attributes such as taste, safety, and nutritional value. According to lead author Jana Kilimann, “Purchase intentions were slightly below the neutral average,” indicating a measured openness but no strong inclination to adopt the product. Approximately two-thirds of respondents reported never having heard of precision fermentation prior to the survey. After being presented with a description of how animal-free cheese is produced, respondents were asked to imagine encountering such a product in their usual supermarket and then to evaluate their likelihood of purchasing it. Personal beliefs outweigh broader benefits Consumers with greater skepticism toward novel food technologies were more influenced by self-related beliefs—such as concerns about taste and food safety—than by broader considerations like climate protection or food security. Respondents also reported moderate levels of trust in food industry stakeholders but demonstrated high levels of environmental awareness. The research team, including Prof. Dr. Monika Hartmann, Janine Macht, and Dr. Jeanette Klink-Lehmann, concluded that successful market entry for precision-fermented cheese would depend heavily on effective communication strategies that address core consumer concerns. “The information should clearly convey that the product is safe, nutritious, and tasty,” said Kilimann. Due to current regulatory restrictions in the European Union, no taste testing was included in the study. “Since animal-free Gouda is currently not approved in the EU, these were unfortunately not possible,” Kilimann noted. The researchers suggest that future studies incorporate taste tests and real-world retail scenarios to better understand consumer behavior in practical settings.