77% of Consumers Will Try Precision Fermentation Once They Understand the Benefits, Survey Finds

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A new white paper released by the Hartman Group in partnership with precision fermentation leaders Perfect Day and Cargill takes the pulse on consumer attitudes toward food technology, chiefly precision fermentation.

Entitled “Fermenting the Future: The Growing Opportunity for Products Made with Precision Fermentation,” the paper measures current consumer perceptions of food and technology.

More than 2,500 U.S. adults were surveyed for the research, and 77 percent of those surveyed who said they were familiar with precision fermentation said they are likely to purchase precision fermentation products.

Perfect Day Raises $350M in Late-Stage Funding Round As Brand Prepares to IPO
Courtesy Perfect Day

The tech has been most frequently associated with Perfect Day, the Bay Area company that uses yeast and microorganisms to grow dairy-identical whey protein.

But the tech has been used in other categories and by other manufacturers. Precision fermentation is expected to grow in popularity as consumers seek out more sustainable and ethical alternatives to conventional animal products.

The findings

The report notes that a majority of consumers have favorable opinions about the benefits that science and technology can have in streamlining the food system.

Younger consumers expressed the most enthusiasm for new technologies like precision fermentation and say they want to support companies that align with their own values around the environment and animal welfare.

Chocolate ice cream cone
Photo by Dylan Ferreira on Unsplash

Consumer attitudes align with the findings that 69 percent of Americans believe “we need to find ways to meet our society’s nutritional needs with fewer resources like energy, water, or carbon,” the Hartman Group said in a statement.

“[The report] illuminates how companies like ours can meet them where they are with education and tasting opportunities,” said Allison Fowler, CMO of Perfect Day. Fowler says the data validates that most Americans “share our mission to create a kinder and greener future and that consumers are open to learning more about the positive impacts this will have on the environment.”  

Precision fermentation market potential

Precision fermentation has already seen interest from major food conglomerates including Nestlé, General Mills, and Unilever. The report predicts the category will see support from more than 132 million adults by 2027.

Currently, 40 percent of adult consumers are interested in trying the tech; 61 percent say they believe science and technology are our best hope to address climate change. Additionally, more than half of Americans are willing to drastically change their lifestyle to be more environmentally friendly.

cowabunga milk
Nestlé and Perfect Day’s precision fermentation Cowabunga milk is now available in select locations | Courtesy

Millennials and Gen Z show the most eagerness in adopting food innovations, including precision fermentation. Sixty percent of Millennials and 55 percent of Gen Z said they actively seek out food and beverage products from companies that prioritize sustainability and animal welfare.

With a clearer understanding of precision fermentation, 85 percent of Millennials and 84 percent of Gen Z say they would be likely to purchase products containing ingredients made with precision fermentation.

The data validates the momentum Perfect Day has cultivated in the precision fermentation industry. Earlier this month, Perfect Day, along with eight other precision fermentation companies, launched the Precision Fermentation Alliance — the first industry trade group for the precision fermentation sector.


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