Young Consumers' Intention to Consume Innovative Food Products

Research from the University of Naples Parthenope has highlighted the importance of sustainability and consumer decision-making in the food industry. The study investigated young consumers' intention to consume plant-based, insect-based, and cultured meat alternative proteins, employing principal component analysis and k-means cluster analysis using data from an online survey conducted in Italy. The findings revealed that young consumers' intention to consume alternative protein sources is not particularly pronounced, with 39% of the sample classified as traditionalists, 17% as enthusiasts, and 44% as open-minded. These segments differ significantly with respect to consumption intention, socio-demographic, lifestyle, and psychological variables.

Key Takeaways:

• The contemporary food environment is experiencing substantial transformations, with sustainability and novel ingredients becoming crucial factors in consumer decision-making and business strategy formulation.
• Alternative proteins have significant implications for sustainability, climate change mitigation, and animal welfare, and can potentially promote the achievement of different United Nations Sustainable Development Goals.
• The spread of alternative food products requires significant attention, particularly concerning younger demographics, which are often considered to be more environmentally and ethically aware when making dietary choices.
• Three different profiles of young consumers were found: traditionalist (39% of the sample), enthusiast (17%), and open-minded (44%), which differ significantly with respect to consumption intention, socio-demographic, lifestyle, and psychological variables.
• The findings provide useful insights for policymakers to design targeted interventions to encourage young consumers' sustainable food choices.
• The research concluded that the findings could also be useful for marketers interested in investing in such innovations as they can benefit from an in-depth knowledge of this market segment.

Statistics:

• 350 young consumers participated in the online survey conducted in Italy.
• 39% of the sample were classified as traditionalists.
• 17% of the sample were classified as enthusiasts.
• 44% of the sample were classified as open-minded.
• The intention to consume alternative protein sources was not particularly pronounced among young consumers.
• The sample was composed of 350 young consumers.

Sources:

• Young Consumers' Intention To Consume Innovative Food Products: the Case of Alternative Proteins. Sustainability, 2025; 17(13):6116.
• NewsRx. Findings from University of Naples Parthenope in the Area of Health and Medicine Described (Young Consumers' Intention To Consume Innovative Food Products: the Case of Alternative Proteins). Psychology & Psychiatry Journal. August 9, 2025; p 1494.