Consumer Analysis and Acceptance of Selected Business Cases

Algae are a versatile and sustainable renewable resource for various product applications. Despite their potential, utilisation remains underexploited. The AlgaeProBANOS project, funded by Horizon Europe, addresses this. To ensure market readiness and consumer acceptance, the project conducted an extensive literature review on the acceptance of algae-based food, nutraceuticals, cosmetics, textiles, feed, and plant bio-stimulants. It synthesises findings from 69 peer-reviewed papers spanning eleven years. Key findings reveal that health and environmental benefits drive consumer interest, but barriers such as unfamiliarity, taste, and accessibility persist. The research underscores the importance of clear communication, transparency, and strategic marketing to enhance end consumer acceptance. Despite the novelty of the topic and limited specific studies, the report provides a comprehensive framework for understanding consumer dynamics, offering valuable insights to integrate algae-based products into mainstream markets and promote sustainable consumer behaviour.