67% of consumers are willing to try animal-free dairy protein. Pretty cool for such a nascent category. 🧀😃 #animalfree #precisionfermentation #climate #sustainability
Keep calm and carry on. Consumers are hungry for sustainable and healthy protein innovation. Despite what you might read in the headlines, McKinsey's latest research shows that consumers are ready to dive into the future of food with sustainable proteins. More than half are even willing to pay extra. 👍 Willingness to try: Despite being a nascent category, consumer willingness to try is high. Right behind a well-established plant-based category, consumers are open to trying animal-free dairy, biomass and fungal proteins. These aren't just buzzwords—they're the future of food. 💡 Consumer Preferences: Health and sustainability are the big hitters. Labels that speak the language of nutrition resonate best with consumers, while tech jargon tends to fall flat. 💵 Willingness to Pay: More than half of consumers are happy to pay more for healthy and sustainable products. More than one-fifth of respondents were willing to pay four times as much for products, especially in the protein shake/bar and burger category. 🍽️ Meal Preferences: Midday is the magic time! Consumers are most open to trying sustainable proteins in on-the-go snacks and lunch, while dinner and beverages remain a tougher sell. ❤️ Communicating the Benefit: Benefit-forward terms like "sustainably made" and "consciously made" outshine terms that highlight the method or production or ingredient source, like "fermented" and "fungi." This is a golden moment for brands, retailers, start-ups and investors to lead the charge in food innovation with consumer education, savvy introduction methods, and appealing labeling. 🌍 Link to McKinsey & Company research: https://lnkd.in/ejNbd2iZ #sustainability #protein #altprotein #climate #climatechange
