The first wave of consumer surveys from the EU-funded HealthFerm project has pinpointed the sensory preferences of consumers for fermented plant-based alternatives such as yogurt, drinkable yogurt, chicken, and protein-enriched bread.
The survey, which reached 7,800 EU consumers in eight EU Countries and Switzerland, delves into European consumer preferences and attitudes towards plant-based fermented foods. It provides food innovators with guidance for developing plant-based fermented alternatives that align with consumers’ expectations.
Creamy, sweet, and uniform.
Consumers favor plant-based fermented yogurt and drinkable yogurt that is white, creamy, sweet, and uniform.
The survey shows a clear preference for these products to mimic the characteristics of dairy-based yogurts, highlighting the importance of familiar textures and flavors.
For both fermented plant-based drinkable yogurt and regular yogurt, “liquid,” “white color,” and “uniform” were the top three most selected attributes. “Thickness” was also significant for yogurt.
“White color” was among respondents’ most important appearance characteristics, while “light yellow” and “light brown” were much less desirable colors, according to the survey.
Respondents selected “sweet” as the most desirable flavor attribute. Interestingly, a “grain” flavor (oat, wheat, and rye) was the next most desirable flavor and odor characteristic for both products. In contrast, “beany” was undesirable for both sensory modalities.
In addition, respondents indicated that “gel-like” was significantly less desirable for fermented plant-based yogurt, indicating a need for thickening techniques that avoid this outcome.
Even color, “salty,” and tender
Regarding fermented plant-based chicken alternatives, according to the survey, color and shape are “paramount.” Consumers prioritize an even color and natural shape with a chicken-like odor or smell.
“Even color” was the most selected appearance attribute, while “brown color” was the third most selected. In contrast, “red color” was among the least desirable among respondents. Respondents overwhelmingly selected “chicken-like” as the most desirable odor attribute, while all other options were significantly less important.
Salty and spicy flavors and a tender, uniform texture were highly preferred. Among 15 options for flavor attributes, “salty” was the most desired by respondents. Interestingly, “spicy” was the second-most selected flavor, scoring even higher than “roasted” (third) and “smoked” (seventh).
Least desirable attributes
The least desirable attributes included “yeasty,” “bitter,” and “sour.” Over 30% of respondents selected “tender” and “form” as the top two texture attributes.
“Firm” and “juicy” were the next most important, each selected by more than 20%. Other texture characteristics were significantly less desirable, with “sticky” and “springy/bouncy” being the least selected.
When looking at protein-enriched bread, desirable sensory characteristics include tiny air bubbles, cohesiveness, a roasted and nutty aroma, a fermented flavor, and a crispy yet soft texture. The study revealed that consumers primarily want these bread products to have traits familiar to traditional baked goods, with a clear preference for grainy and nutty flavors.
Dietary trends in Europe
The survey also reveals Europe’s diverse dietary patterns. Omnivores comprise 75% of respondents, followed by 16% who identify as flexitarians. Flexitarians are notably prevalent in Germany, with a significant correlation between higher education levels, financial stability, and plant-rich dietary lifestyles. As in other studies, the survey found that younger consumers are more inclined towards vegetarian or vegan lifestyles than older people.
While alternatives to meat and dairy are less frequently consumed than animal products, plant-based dairy products show promise: 10% of respondents consume plant-based milk daily, and 11% consume plant-based fermented yogurt 4-6 times per week or more.
Interestingly, consumers indicated a preference for fermented plant-based meat and milk alternatives that are priced on par with animal products — not cheaper—, reflecting quality expectations.
The findings also show that white and sourdough loaves of bread are the most recognized and consumed plant-based fermented foods among EU consumers, while tempeh was the least recognized fermented product.
Perceptions and barriers
Taste preference was the primary reason for following a diet, followed by health and animal welfare, although priorities varied across dietary lifestyle groups. According to the authors, while important, environmental sustainability has ranked lower than taste and health.
Clean labels and certified organic products appear necessary for consumer acceptance of plant-based fermented foods. Yet participants expressed uncertainty about the health and sustainability benefits of these products over other foods.
“These findings can help inform targeted strategies”
Meanwhile, identified barriers include resistance to changing habits, perceived inconvenience, and doubts about satiety and taste.
“These findings can help inform targeted strategies leveraging preferred sensory attributes, ingredient preferences, and clear labeling to enhance consumer acceptance and market penetration for plant-based fermented food products,” the authors argue.
The complete study can be found here.