Feeding the future: consumer willingness to try bacterial protein, a comparative study with fungi, algae and cultured meat

Purpose This study aims to measure consumer willingness to try (WTT) bacterial protein and compare it to other third-generation proteins, like fungi, algae and cultured meat. Additionally, it seeks to understand the key predictors of the WTT of these novel meat alternatives, including factors like awareness, food neophobia (FN) and perceptions of naturalness, healthiness and sustainability. Design/methodology/approach This study pioneers research into consumer WTT bacterial protein and compares it to other third-generation proteins like fungi, algae and cultured meat. Using an online survey ( n = 255) distributed via convenience sampling. Findings Consumer WTT bacterial protein was moderate, with 54% willing to try, comparable to cultured meat (55%) but significantly lower than algae and fungi (71 and 70%, respectively). However, in terms of naturalness, bacterial protein was perceived similarly to other microbial proteins like fungi and algae, rather than lab-based products like cultured meat, which was perceived as more unnatural. Consumer awareness and low FN played a key role in driving WTT, while perceived sustainability and healthiness were also significant factors. Research limitations/implications As an exploratory study, this research lays the foundation for further studies on consumer acceptance of bacterial protein, contributing value towards the market introduction of this novel and more sustainable protein source. Practical implications These findings offer valuable insights for food developers and policymakers to promote bacterial protein as they navigate the protein transition, leveraging familiarity, sustainability and health benefits. Originality/value Meat alternatives are gaining importance in the food sector as part of the protein transition. Microbial proteins – or proteins from microorganisms, such as bacteria, fungi and algae – are increasingly recognized for their sustainability compared to conventional meat and its alternatives. Nevertheless, consumer studies on microbial proteins, particularly bacteria, remain underexplored.