Overcoming the “Yuck Factor”: Dr. Jonas House on Consumer Acceptance of Alternative Proteins
KTH FOOD’s new addition, Dr. Jonas House, who investigates dietary change from a sociological perspective, presented his research during a lunch seminar today.
Consumer Acceptance and Edibility of Alternative Proteins
As the food system's environmental impact grows, finding sustainable alternatives within planetary boundaries is crucial. Alternative proteins, including insects, lab-grown meat, and meat imitations, offer promising solutions. However, consumer acceptance remains a significant challenge due to the "yuck factor”.
House highlighted that while insects as a source of protein are highly sustainable, their adoption is hindered by psychological barriers. He also found that price, taste, and availability are key factors in consumer acceptance, with insects currently falling short. House suggested that instead of focusing solely on changing consumer attitudes, the industry should reframe the conversation around edibility and emphasize the entire value chain to make these alternatives more appealing. The takeaway: if alternative proteins like insect-based foods can be made attractive and accessible, they may overcome the initial reluctance and naturally gain consumer acceptance.
The talk was followed by an interesting discussion with the audience.