{"id":13741,"date":"2024-05-15T09:13:11","date_gmt":"2024-05-15T13:13:11","guid":{"rendered":"https:\/\/tribu.la\/?p=13741"},"modified":"2026-04-14T21:32:30","modified_gmt":"2026-04-15T01:32:30","slug":"consumer-interest-in-novel-proteins-a-mckinsey-study-on-market-potential-and-adoption","status":"publish","type":"post","link":"https:\/\/tribu.la\/es\/consumer-interest-in-novel-proteins-a-mckinsey-study-on-market-potential-and-adoption\/","title":{"rendered":"Inter\u00e9s de los consumidores por las nuevas prote\u00ednas: Un estudio de McKinsey sobre potencial de mercado y adopci\u00f3n"},"content":{"rendered":"<p>Un reciente <a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/industries\/agriculture\/our%20insights\/novel%20proteins%20consumer%20appetite%20for%20sustainably%20made%20ingredients\/novel-proteins-consumer-appetite-for-sustainably-made-ingredients.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">informe<\/a> by McKinsey &amp; Company highlights the growing interest and investment in novel food ingredients, particularly those developed through biotechnology. The report, authored by Kimberly Stover, Kate Toews, and Roberto Uchoa, focuses on consumer attitudes towards these novel ingredients and their potential impact on the food industry.<\/p>\n\n\n\n<p>Over the past five years, $4 billion has been invested in the development of novel ingredients, including mycelium proteins and animal-free eggs, created through fermentation processes. These ingredients aim to mimic the functionality of traditional animal-based proteins while offering a more sustainable alternative. They are positioned to play a critical role in decarbonizing the food system, enhancing food security, and meeting the demands of increasingly flexitarian consumers.<\/p>\n\n\n\n<div class=\"wp-block-fluent-crm-conditional-content\"><div class=\"fc-cond-blocks\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-7c1a4c1ee8bafae5d5065b126af965af\" style=\"color:#555555\"><strong>No se lo pierda.<\/strong> Suscr\u00edbase a nuestro bolet\u00edn para recibir los \u00faltimos contenidos directamente en su bandeja de entrada, o <a href=\"https:\/\/tribu.la\/es\/registrese-en\/\" target=\"_blank\" rel=\"noreferrer noopener\">reg\u00edstrese en<\/a> GRATIS para obtener acceso completo.<\/p>\n\n\n<div class='fluentform ff-default fluentform_wrapper_2  ff_guten_block ff_guten_block-2 ffs_default_wrap'><form data-form_id=\"2\" id=\"fluentform_2\" class=\"frm-fluent-form fluent_form_2 ff-el-form-top ff_form_instance_2_1 ff-form-loading ffs_default\" data-form_instance=\"ff_form_instance_2_1\" method=\"POST\" action=\"\" ><fieldset  style=\"border: none!important;margin: 0!important;padding: 0!important;background-color: transparent!important;box-shadow: none!important;outline: none!important; min-inline-size: 100%;\">\n                    <legend class=\"ff_screen_reader_title\" style=\"display: block; margin: 0!important;padding: 0!important;height: 0!important;text-indent: -999999px;width: 0!important;overflow:hidden;\">Formulario de suscripci\u00f3n<\/legend><input type='hidden' name='__fluent_form_embded_post_id' value='13741' \/><input type=\"hidden\" id=\"_fluentform_2_fluentformnonce\" name=\"_fluentform_2_fluentformnonce\" value=\"61ce547b3d\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/es\/wp-json\/wp\/v2\/posts\/13741\" \/><div data-name=\"ff_cn_id_1\"  class='ff-t-container ff-column-container ff_columns_total_2'><div class='ff-t-cell ff-t-column-1' style='flex-basis: 65%;'><div class='ff-el-group'><div class='ff-el-input--content'><input type=\"email\" name=\"email\" id=\"ff_2_email\" class=\"ff-el-form-control\" placeholder=\"Su correo electr\u00f3nico\" data-name=\"email\"  aria-invalid=\"false\" aria-required=\"true\"><\/div><\/div><\/div><div class='ff-t-cell ff-t-column-2' style='flex-basis: 35%;'><div class='ff-el-group ff-text-left ff_submit_btn_wrapper ff_submit_btn_wrapper_custom'><button class=\"ff-btn ff-btn-submit ff-btn-md ff_btn_style wpf_has_custom_css\" type=\"submit\" name=\"custom_submit_button-2_1\" data-name=\"custom_submit_button-2_1\"  aria-label=\"Suscr\u00edbase a\">Suscr\u00edbase a<\/button><style>form.fluent_form_2 .wpf_has_custom_css.ff-btn-submit { background-color:rgba(0, 0, 0, 1);border-color:rgba(0, 0, 0, 1);color:#ffffff;min-width:100%; }form.fluent_form_2 .wpf_has_custom_css.ff-btn-submit:hover { background-color:#ffffff;border-color:#409EFF;color:#409EFF;min-width:100%; } <\/style><\/div><\/div><\/div><\/fieldset><input type=\"hidden\" name=\"trp-form-language\" value=\"es\"\/><\/form><div id='fluentform_2_errors' class='ff-errors-in-stack ff_form_instance_2_1 ff-form-loading_errors ff_form_instance_2_1_errors'><\/div><\/div>            <script type=\"text\/javascript\">\n                window.fluent_form_ff_form_instance_2_1 = {\"id\":\"2\",\"settings\":{\"layout\":{\"labelPlacement\":\"top\",\"helpMessagePlacement\":\"with_label\",\"errorMessagePlacement\":\"inline\",\"asteriskPlacement\":\"\"},\"restrictions\":{\"denyEmptySubmission\":{\"enabled\":false}}},\"form_instance\":\"ff_form_instance_2_1\",\"form_id_selector\":\"fluentform_2\",\"rules\":{\"email\":{\"required\":{\"value\":true,\"message\":\"This field is required\"},\"email\":{\"value\":true,\"message\":\"This field must contain a valid email\"}}},\"debounce_time\":300};\n                            <\/script>\n            \n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Consumer Perception and Market Potential<\/h3>\n\n\n\n<p>The report is based on a survey of 1,551 U.S. consumers, revealing that a majority are open to trying novel ingredients. The survey indicated that between 49% and 67% of respondents expressed willingness to try foods and beverages containing these new ingredients, driven by perceptions of improved health benefits, taste, and sustainability.<\/p>\n\n\n\n<p>Interestingly, the willingness to try these novel ingredients varied by age group. Younger consumers, particularly Gen Z, placed a higher importance on health benefits, while older generations prioritized taste. The survey also identified key barriers to adoption, including lack of awareness and concerns about production methods.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Novel Ingredients Classification<\/h3>\n\n\n\n<p>The study classified novel ingredients into three categories:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Animal-Free Bioidentical Products:<\/strong> These include dairy proteins, collagen, and eggs produced via precision fermentation.<\/li>\n\n\n\n<li><strong>Biomass Proteins:<\/strong> Derived from microorganisms, these include prebiotic, cultured, postbiotic, fermented, microbial, and gas-fed proteins.<\/li>\n\n\n\n<li><strong>Fungi Proteins:<\/strong> These involve nutritional fungi protein, mycelium protein, and mycoprotein, sourced from organisms in the fungi kingdom.<\/li>\n<\/ol>\n\n\n\n<p>Plant-based proteins, such as almond and soy, were also examined for benchmarking but were not the primary focus of the research.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Consumer Preferences and Willingness to Pay<\/h3>\n\n\n\n<p>The report found that consumers are more likely to try novel ingredients in lunch and snack products rather than at dinner. Over half of the respondents showed a willingness to pay a premium for products containing novel ingredients, with some willing to pay up to four times the price of conventional alternatives. This willingness to pay did not significantly vary across different types of novel ingredients but was influenced by the type of product and its intended use.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Implications for the Food Industry<\/h3>\n\n\n\n<p>For the food industry, the report suggests several strategies to increase consumer adoption of novel ingredients:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Consumer Education:<\/strong> Addressing the largest barrier\u2014lack of awareness\u2014through educational initiatives about how these ingredients are made and their benefits.<\/li>\n\n\n\n<li><strong>Health, Taste, and Sustainability:<\/strong> Emphasizing the health benefits, taste similarity to traditional products, and sustainability of novel ingredients.<\/li>\n\n\n\n<li><strong>Innovation in Product Development:<\/strong> Focusing on product categories such as breakfast, lunch, and snacks where consumers show higher openness to trying new ingredients.<\/li>\n\n\n\n<li><strong>Effective Labeling:<\/strong> Using familiar and compelling language on product labels to communicate the benefits and sustainability of novel ingredients.<\/li>\n<\/ul>\n\n\n\n<p>You can read the report <a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/industries\/agriculture\/our%20insights\/novel%20proteins%20consumer%20appetite%20for%20sustainably%20made%20ingredients\/novel-proteins-consumer-appetite-for-sustainably-made-ingredients.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">aqu\u00ed<\/a>. <\/p>","protected":false},"excerpt":{"rendered":"<p>A recent report by McKinsey &amp; Company highlights the growing interest and investment in novel food ingredients, particularly those developed through biotechnology. The report, authored&hellip;<\/p>","protected":false},"author":16,"featured_media":13742,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_vp_format_video_url":"","_vp_image_focal_point":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[332,410],"tags":[242,534,379,548],"class_list":["post-13741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-tribu","tag-alternative-proteins","tag-consumer-preferences","tag-market-trends","tag-research"],"acf":{"content_format":false},"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/tribu.la\/wp-content\/uploads\/2024\/05\/mckinsey.webp","jetpack_sharing_enabled":true,"publishpress_future_action":{"enabled":false,"date":"2026-05-06 12:25:31","action":"category","newStatus":"draft","terms":[337],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/posts\/13741","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/comments?post=13741"}],"version-history":[{"count":1,"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/posts\/13741\/revisions"}],"predecessor-version":[{"id":21666,"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/posts\/13741\/revisions\/21666"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/media\/13742"}],"wp:attachment":[{"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/media?parent=13741"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/categories?post=13741"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tribu.la\/es\/wp-json\/wp\/v2\/tags?post=13741"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}