Understanding European Consumers’ Perspectives on Fermented Foods: Key Insights from DOMINO’s Research

Understanding European Consumers’ Perspectives on Fermented Foods: Key Insights from DOMINO’s Research

Fermented foods hold great potential for enhancing both human health and environmental sustainability in modern diets, but their promise relies on consumer acceptance. To explore this, in December 2024, DOMINO surveyed nearly 5,000 people across seven European countries (Austria, Estonia, France, Germany, Italy, Ireland, and Spain) to understand what drives food choices, how much Europeans know about fermentation, and what shapes their willingness to try new fermented products.

The survey built on insights from focus groups with consumers conducted in the Living Labs, that helped to identify relevant themes that consumers face regarding fermented foods. These included common opportunities, such as a strong interest and desire to learn more about fermented foods, as well as perceived barriers, like limited knowledge and safety concerns.

The goal?

To better understand Europeans’ knowledge, attitudes and preferences regarding fermented foods – with a focus on their perceptions of health/nutritional benefits, sensory attributes (taste/texture), and sustainability impacts. Using this information, the DOMINO project will develop prototypes for novel fermented foods, co-created with consumers.

What drives food choices?

The research reveals that while health and sustainability aspects are important, sensory appeal, convenience, and naturalness (such as a short ingredient list with no additives) are the top factors influencing how people make food choices. Traditional fermented foods from Europe like yogurt and sourdough bread are already prominently featured in many diets. But more novel options consumed outside of the EU, like kimchi and tempeh, as well as fermented plant-based alternatives to meat and dairy products, remain niche – however, there is growing curiosity.

Knowledge and Perceptions

Most consumers recognise the benefits of fermented foods, especially for improved digestion and reducing food waste via extended shelf life. There is also a broad awareness of the connection between nutrition, gut health, and overall well-being. However, misconceptions persist, and many are unfamiliar with the process behind fermentation or the probiotic content of different products. The study also highlights the importance of trusted communication channels to bridge these knowledge gaps and build consumer confidence.

Microbial Literacy

The study also assessed Europeans’ “microbial literacy”, i.e., their understanding of microorganisms and fermentation, differentiating between objective (factual) knowledge and subjective (self-rated) knowledge. While many recognise the link between fermented foods and gut health, there’s still a gap between perceived and actual knowledge.

Opportunities and Barriers

The findings point to a clear opportunity: consumers are open to fermented foods that align with their values of health, sustainability, and natural ingredients. Yet, taste and convenience remain key factors, thus should be carefully considered in the creation of fermented products.

What’s next?

DOMINO will use these insights to design a second, more targeted survey, addressing trust in novel microbiome-based food solutions. Additionally, the survey outcomes will inform the development of new fermented food prototypes, which will be tested for consumer acceptance through sensory experiments later in the project. By addressing consumer preferences and concerns, the project aims to make fermented foods a more integral part of European diets and promote the transition to more plant-based food consumption.

Read the full report on “Consumer Perception of Fermented Foods” (March 2025) for detailed findings and analysis

Further reading: Report on current market developments and innovation potential of FF products – secondary market research