Consumer responses to novel and unfamiliar foods

The demand for sustainable foods and an increased consciousness of health and well-being, as well as other societal changes, create opportunities to develop novel foods. However, consumers are programmed from early childhood to prefer familiar foods. We now know that individual variations in disposition determine responses to novelty. Disgust, along with food neophobia and related traits, has been identified as a major barrier to accepting novel food alternatives. In this paper, we present two novel foods trends (meat alternatives and products for health and well-being) as examples of current research. We conclude that successfully launching novel foods require a deep understanding of product perception and the consumer traits that determine rejection or acceptance.