European consumers show rising openness to food innovation

A study by the EIT Food Consumer Observatory, titled ‘Trust in innovation: Between familiarity and fear’, reveals a slight increase in European consumers' openness to food innovations. Based on surveys of approximately 20,000 consumers across 18 European countries, the general openness to new food products rose from 28% in 2024 to 31% in 2025.

Trust in the food system emerged as the most critical factor influencing acceptance. Among consumers with high trust, 38% are open to innovation, compared to only 6% among those with low trust. This correlation remains consistent even among consumers prioritizing health or sustainability; for instance, 35% of high-trust consumers seeking sustainable diets are open to new technologies, while only 10% of low-trust consumers in the same category are willing to try them.

Demographic data shows a significant generational divide. Consumers aged 18–34 are the most receptive, with nearly 40% expressing openness, whereas fewer than 20% of consumers aged 55 and older are willing to try new food products. Despite the overall increase in openness, willingness to try specific disruptive technologies—such as insect proteins, precision fermentation dairy, and cultivated meat—has declined, as these often conflict with cultural, personal, or religious values.