Why Consumer Perspectives Are Key to the Future of Food

Emerging food technologies such as cultured meat and seafood are often discussed from technological or regulatory perspectives. But what happens when consumers are actively involved in shaping these innovations? Within the FEASTS project, we are exploring how participatory approaches can support future food innovation across Europe.

How can consumers engage with food products that do not yet exist?

This question accompanied the CSCP throughout a series of participatory workshops conducted as part of the Horizon Europe project FEASTS. Together with partners from Denmark and France, the CSCP implemented consumer engagement formats focused on cultured meat and seafood, two emerging food technologies that are increasingly discussed as part of the transition towards more sustainable food systems.

The workshops brought together participants with different perspectives, expectations, and levels of openness towards innovation. Rather than aiming to validate concrete products or communicate final research findings, the formats focused on dialogue, reflection, and co-creation around future food innovation.

What we learned?

For the CSCP, the process highlighted the importance of involving consumers early on when discussing emerging technologies. Food choices are deeply connected to emotions, routines, trust, and social meaning — making consumer perspectives essential when exploring possible future food systems.

At the same time, the workshops demonstrated the opportunities and challenges of participatory approaches in this field. Discussing products that are not yet commercially available requires formats that are tangible, relatable, and capable of translating abstract innovation into meaningful consumer experiences.

“What stood out to me in the example of FEASTS is that there is no real innovation (beyond purely technological development) without co-creation and dialogue with prospective consumers”, says Kilian Braun, CSCP Project Coordinator.

This role of engagement and co-creation is also reflected in the broader FEASTS collaboration.

As Dr. Dwayne Holmes, Director of Responsible Research & Innovation – Europe at New Harvest, puts it:

“The FEASTS project brings together expertise from science, industry, policy, and civil society to better understand the potential role of cultured meat and seafood in future food systems. CSCP’s support in designing and facilitating stakeholder engagement and co-creation processes has been highly valuable for connecting these different perspectives and translating them into meaningful input for the project’s discussions and policy recommendations.”

Detailed scientific findings and outcomes from the workshops will be published separately within the FEASTS project consortium.

For additional questions, please contact Kilian Braun.