While microalgae present a promising alternative protein source with an excellent amino acid profile, polyunsaturated fatty acids, vitamins, and potential sustainability benefits such as reduced land use, it remains uncertain whether consumers will embrace them.
Research on the acceptance of microalgae has only recently emerged, with most of these studies so far originating from Europe, where there is relatively minimal consumption of microalgae.
However, Dr Bianca Wassmann and her team from the Singapore-ETH Centre’s Urban Microalgae Protein Production project have recently conducted a survey regarding microalgae-based food in Singapore.
The study aimed to understand consumers’ attitudes before product development — with one of the goals being to create a food product for Singapore — to ensure that final products made with microalgae are appealing (taste, textures, smell) and acceptable (nutrition and costs).
Perception and preferences
The research team conducted an online survey of 578 participants whose demographic composition was representative of Singapore’s multicultural population.
According to the findings, the most common associations for microalgae products were “vegetarian foods” and “meat alternatives.” This positive outlook was particularly strong among individuals trying to reduce meat consumption, contrasting with omnivores who held a “neutral” view.
The survey shows a clear consumer preference for microalgae-based food marketed as meat or fish alternatives, with taste expectations playing a crucial role. The study, which compared microalgae with tofu and seaweed products, found that they are still perceived as the tastiest, most affordable, healthiest, most natural, and environmentally friendly options.
Interestingly, participants’ perceptions of microalgae-based products align closely with those of plant-based burgers, often considering them modern and environmentally friendly.
Motivations
The primary motivations among participants to buy microalgae-based products were, in order: “innovative”, “environmentally friendly”, “healthy”, “nutritious”, and “high in protein”.
Regarding purchase intent, willingness to buy microalgae food tends to be higher among younger individuals, males, high-income earners, and those driven by sustainability and health concerns. Additionally, consumers with lower levels of food neophobia, those who are reducing meat intake, and those who value social image are more likely to embrace microalgae-based foods.
The authors recommend that consumers’ preferences be considered from the beginning of product development. For example, the survey findings show that consumers are skeptical about the taste of microalgae-based food, which could be a barrier to acceptance. So, a detailed focus on taste and other sensory experiences is needed to enhance product acceptance.
Overall, the study findings highlight the growing market potential for microalgae, particularly among health and environmentally-conscious consumers looking for tasty meat or seafood alternatives or innovative and trendy products.
The Urban Microalgae Protein Production project was launched in 2022 with support from the National Research Foundation to create a resilient and sustainable agri-food platform for microalgae-based food products. The initiative aligns with Singapore’s 30 by 30 food strategy.
“To increase the acceptance of a new product, it is essential to heed the “voice of consumers” at the onset of product development. The current study examined the voices of Singaporean consumers to determine their wants and needs in a novel microalgae-based food product,” the authors state in the paper.
