Today, marketing consulting firm Ladder 17 released its report
on the U.S. consumer for FoodTech foods, titled "From Concept to
Consumption: How Consumers View FoodTech Foods." The report, which
is based on a custom study of 1,000 U.S. adults conducted by
Acupoll Precision Precision Research in April 2024, shows that 79% of U.S. consumers are
open to trying FoodTech Foods, such as vegetables grown in
high-tech vertical farms, fermented plant-based proteins,
cultivated meats, and produce grown with CRISPR. The report breaks
down the attitudes, behaviors, and demographics of the consumer
open to FoodTech foods, what motivates them to try, and the type of
new foods that they are seeking, among other insights. A
downloadable version of the study is available at
https://ladder17.com/how-consumers-view-foodtech-foods.
DURHAM,
N.C., May 14, 2024 /PRNewswire-PRWeb/ -- Today,
marketing consulting firm Ladder 17 releases its first report on
the FoodTech food consumer, titled "From Concept to
Consumption: How Consumers View FoodTech Foods" --the study reveals
that a full 79% of U.S. adults surveyed are open to trying FoodTech
foods.
"The study reveals that in order to win in
FoodTech foods, products must deliver meaningful benefits to
consumers, particularly around improved mental and physical
performance, or improved flavor," said Megan Thomas, Ladder 17 Founder, and author of
the "How Consumers View FoodTech Foods" report.
The report is based on data from a custom study conducted by
Acupoll Precision Research in April, with a General Population (Gen
Pop) sample of 1,000 U.S. adults. Of the 79% who are open to trying
FoodTech foods, 42% percent say that they probably or definitely
would try FoodTech foods, another 37% say that they might or might
not try them, and 21% of consumers sampled say that they probably
or definitely would not try.
The report also outlines the attitudes, behaviors, and
demographics of consumers who are open to trying new FoodTech
foods, as well as trial motivators, specific product benefits, the
types of foods being sought, and the importance of larger
agriculture and climate themes to those receptive to FoodTech
foods.
FoodTech foods were defined in the study as foods made with
emerging technologies, such as fermented plant-based proteins,
foods grown in high-tech vertical farms, cultivated and
slaughter-free meats, and fruits and vegetables made with CRISPR. A
downloadable version of the report is available at
https://ladder17.com/how-consumers-view-foodtech-foods.
"The study reveals that in order to win in FoodTech foods,
products must deliver meaningful benefits to consumers,
particularly around improved mental and physical performance, or
improved flavor," said Megan Thomas,
Ladder 17 Founder, and author of the report. "The data further
shows that by linking these benefits to broader themes, like
addressing climate change or supporting regenerative agriculture,
brands stand to increase appeal with FoodTech consumers."
One additional finding in the report is the emergence of a
consumer who is actively seeking new FoodTech foods to try, dubbed
the "FoodTech Foodie," who represents 25% of participants in the
recent study. This consumer stands to be an early adopter of new
FoodTech foods and stands to build awareness of new foods with
others, with 91% of FoodTech Foodies agreeing that when they find a
new food that they like, they tell people about it.
"Gen Z and Millennial adults are driving increased interest in
FoodTech Foods," said Ericca
Dennehy, Senior Vice President at ACUPOLL Precision
Research. "In fact, in the How Consumers View FoodTech Foods Study,
we are seeing a sizable number of consumers actively seeking to try
FoodTech Foods, due to both a desire for new food options and the
technology itself. This stands to be a game changer in this
space."
About Ladder 17: Ladder 17 is a marketing consulting firm
focused on purpose-driven companies in the FoodTech, AgTech, and
Consumer Products space. Based in Durham,
N.C., Ladder 17 provides marketing strategy, research,
branding, customer discovery, and demand generation services to its
clients. https://www.ladder17.com/
Media Contact
Megan Thomas, Ladder 17, 1
919-443-9025, info@ladder17.com, www.ladder17.com
View original content to download
multimedia:https://www.prweb.com/releases/a-sizable-majority-of-us-consumers-are-open-to-trying-foodtech-foods-302143833.html
SOURCE Ladder 17