More than a gut feeling

Fermented foods, an ancient dietary staple, are making a comeback. With new innovations and growing demand, researchers are uncovering what makes these foods a hit with modern consumers.

Credit: Daniel_Dash/shutterstock.com

New research reveals six key factors that influence consumer acceptance of fermented foods, shedding light on how taste, health benefits and sustainability drive the growing popularity of these ancient products.

In fact, fermented foods have been part of the human diet for more than 10,000 years, dating back to early civilisations. “Fermentation was one of the earliest methods of food preservation, and its use has evolved alongside our diets,” explains Sinéad McCarthy, Senior Research Officer at Ashtown Food Research Centre.

Recently, fermented foods have seen a significant resurgence in popularity, fuelled by growing evidence of their health benefits, particularly their positive impact on gut health. “The connection between gut health and overall wellbeing has gained a lot of attention and fermented foods are now recognised as a key contributor to this area,” says Sinéad.

This increased awareness of gut health, combined with a strong body of emerging scientific evidence, has driven rapid growth in the fermented foods market, which is now valued at more than US$50 billion globally.

Health claims and scientific research

Despite the growing popularity of fermented foods and related health benefits, only one formal health claim has been approved by the European Food Safety Authority (EFSA) in relation to live yogurt and lactose digestion. Although applications for health claims on probiotics have been submitted for evaluation to the EFSA, none has received a positive opinion and authorisation, due in part to a lack of data or rigorous studies supporting the claims. 

Therefore, a consortium of over 100 scientists is currently investigating how fermented food consumption influences the gut microbiome and provides health benefits to consumers as part of the DOMINO EU-funded project. Within this project, six novel plant-based fermented foods are being developed. In addition, one product will be consumed as part of an intervention trial across Europe to identify the health benefits of these foods and the role of microorganisms in generating health properties associated with the fermented foods.

Exploring consumer perspectives: six key themes

A qualitative approach was used to gather consumer responses to six novel plant-based fermented products: kefir, legumes, olives, cereals, pulses, and apple pomace. This research was completed through a series of living labs across five European countries. The transcripts from the Irish and French living labs were analysed to identify themes across the two countries regarding the acceptance of novel fermented foods.

Using this approach, six different themes were identified that were similar for both French and Irish consumers as outlined below.

Sensory

Sensory aspects were especially important for French and Irish consumers. Irish consumers expressed their willingness to accept the new fermented products on the condition that it “tastes nice enough”, while the French sought foods that were appetising and expressed concerns regarding the taste and smell of the fermented products. 

Health

Health aspects also resonated with the consumers, with one French consumer purporting the benefits of probiotics and colonic health while an Irish consumer recognised the marketing opportunity for promoting the health benefits of a water kefir.

Knowledge

This was followed by knowledge, claims and beliefs. Some French consumers had low levels of knowledge with uncertainty surrounding orange juice and whether it was a fermented product or not. Others displayed a very high knowledge, confidently claiming: “Kefir is rich in ferments, so it contributes to intestinal function with bacteria in the gut microbiota.”

Cultural familiarity

Cultural familiarity was of significant importance with yoghurt being a familiar fermented product consumed for a long time in Ireland, while one French consumer preferred to “stick to my traditional fermented milk” rather than changing to a new kefir.

Homemade

The homemade aspect of fermented foods resonated with many consumers. Irish consumers referenced a culture of sharing homemade produce like kombucha and starter cultures with friends. French consumers highlighted the naturalness of producing a food with no preservatives using an ancient method.

Environment

Environmental characteristics also appealed to French and Irish consumers, with concerns including generating excess waste with new products on supermarket shelves and the production of natural products that do not pollute.

Using these consumer co-design approaches across more European countries can help enhance the likelihood of product success by understanding what traits consumers desire, alongside knowing undesirable characteristics.

“Increasing plant-based fermented food consumption can have many co-benefits from food waste prevention due to the preservation properties of fermentation, to helping increase plant-based food consumption, which is frequently recommended for personal and planetary health reasons,” explains Sinéad.

However, ultimate acceptance and consumption of plant-based fermented foods will only be successful if sensory properties are satisfied. For incorporating novel plant-based fermented foods into the habitual diet, fermented food producers need to ensure that this sustainable and healthy food choice is not only the easy one but also the tasty and acceptable choice for consumers.  

Funding

The DOMINO project has received funding from the European Union’s Horizon Europe research and innovation programme under grant agreement No 101060218. www.domino-euproject.eu

Contributors

Sinéad McCarthy, Senior Research Officer, Food Research Centre, Teagasc Ashtown. sinead.mccarthy@teagasc.ie

Anik Khan, Walsh Scholar, Food Research Centre, Teagasc Moorepark.

Lucia Espinosa-Brisset, Research Scientist, INRAE Paris.

Ayite Adama, PhD Research Student, INRAE Paris.

Acknowledgements

John Kenny, Moorepark Food Research Centre has co-authored this research and manuscript. The authors would like to acknowledge Anne Van Deer Geest and Camilla Bodewes, Vrije Universiteit Amsterdam, for the design of the focus group script. Data collection and contributions from the French team at INRAE: Stephane Chaillou, Marie-Christine Champommier-Vergès, Christele Humblot, Bastien Renard, Anne Saint-Eve, Pascal Bonnarme, and all the WP5 and DOMINO project members.