Consumer segmentation based on intention to try and perceptions of foods with microalgae proteins

This study investigates consumer segments that are more or less willing to adopt foods with microalgae proteins in Europe. Conducted in November 2021, a quantitative online survey gathered responses from 3027 individuals aged 18 to 75, (partly) responsible for household food purchases, across the Netherlands, Germany, Hungary, Spain, and Italy. The data were analyzed using binary logistic regression and multinomial logistic regression to identify determinants and segment consumers based on their willingness to try and perception of foods with microalgae proteins. Understanding consumer perceptions and willingness to adopt microalgae proteins is crucial given the growing importance of sustainable protein sources. The findings aim to provide actionable insights for food manufacturers and policymakers to effectively target and promote microalgae protein foods, enhancing consumer acceptance and fostering sustainable dietary shifts.