Novel microalgae-based foods: What influences Singaporean consumers’ acceptance?

Abstract

Since the dietary adoption of microalgae could offer nutritional and sustainability benefits, the current study investigated the acceptance of microalgae-based food products in a Singaporean sample (N = 578). The terms most frequently associated with “microalgae-based foods” were “vegetarian foods” and “meat substitutes.” Those aiming to reduce meat consumption had more positive associations than omnivores. We compared participants’ perceptions of microalgae, beef burgers, chicken, tofu, plant-based burgers, seaweed, and insects. Microalgae and plant-based burgers were perceived similarly (e.g., as highly modern and more environmentally friendly than beef burgers and chicken). Tofu and seaweed were rated as the tastiest, cheapest, healthiest, and most festive, natural, and environmentally friendly foods. The participants were asked to rate how convincing certain microalgae attributes were in terms of the willingness to purchase microalgae-based products. The attributes were rated as follows, from most to least convincing: “innovative,” “environmentally friendly,” “healthy,” “nutritious,” and “high in protein.” Willingness to buy (WTB) microalgae-based “meat/fish substitutes” (e.g., microalgae-based sausage and fish balls) and “non-substitutes” (e.g., noodles and bread) were positively associated with young age, being male, high-income, sustainability concerns, health concerns, a lack of food neophobia, being a meat reducer, and social image eating motivation. Our findings suggest that, in terms of product type, a microalgae-based meat/fish substitute appears to align with consumer expectations. The (expected) taste of the product needs to be a priority while framing it as sustainable and innovative. The perceived healthiness of microalgae appears to impact consumer acceptance.