Eurobarometer: Clear Labels Lower Doubts on New Foods
A European Commission survey of more than 26,000 people in all 27 EU member states finds Europeans wary of foods made with fermentation and cell cultivation…
Europe's food industry wants shoppers to try fermented and cell-cultivated products. A new EU survey suggests the way to win them over is simple: say clearly what is in the package, and don't charge more for it.
The Special Eurobarometer, a European Commission survey of more than 26,000 people across all 27 member states, found that Europeans remain cautious about foods made with newer technologies such as fermentation and cell cultivation. In the Eurobarometer, clear labels lower resistance, while price and a sense of being informed largely decide acceptance.
Fieldwork took place in May and June 2026. More respondents hold a negative view of these foods than a positive one, and most say they do not feel well informed about them.
Acceptance varies by technology
Not all technologies fare equally. Crops adapted to drought or pests were the most accepted. Products cultivated from animal cells were the least.
Respondents were also asked about an egg-identical protein made by micro-organisms that met EU safety standards and was clearly labeled. Just over four in ten said they would buy it. Almost all of those potential buyers wanted it priced at or below conventional products, and only 11% would pay more.
Knowledge matters too. People who feel well informed were far more likely to view these foods positively and to say they would buy them.
Labels, wording and trust
Asked what would raise their confidence, respondents named a mandatory, clear label first. That ranked ahead of independent safety checks and approval by the European Food Safety Authority.
Wording shapes interest as well. "Cultivated" and "animal-free" made people most willing to try a product. "Lab-grown" and "cell-derived" made them least willing. For companies preparing EU launches, naming and labeling are among the few factors in the survey that sit directly under their control.
Industry group urges open research
Alessandro Gardino, policy officer at the Good Food Institute Europe, said the report shows Europeans see the opportunities of innovating the food system. "This report reveals that although Europeans recognize the opportunities of innovating our food system, such as reducing pressure on natural resources and supporting food security, more work is needed to improve people's understanding of foods such as plant-based and fermentation-made products," he said.
He pointed to the price finding. "The report also finds that, among people willing to buy fermentation-made foods, 87% would do so only if they were the same price or cheaper than animal-based products, while 11% would pay more," Gardino said. He argued this highlights the importance of investing in open-access research to make these foods as affordable as conventional products.
Source: cultivated-x.com
