Framing the futures of animal-free dairy: Using focus groups to explore early-adopter perceptions of the precision fermentation process

• DOI: 10.3389/fnut.2022.997632
• Publication Date: 2022-10-03T06:08:02Z
• Authors: Garrett M. Broad; Oscar Zollman Thomas; Courtney Dillard; Daniel Bowman; Brice Le Roy
• Keywords: Early adopter; Framing (construction); Thematic Analysis; Opposition (politics)

This paper reports on the findings from a series of virtual focus groups that explored consumer perceptions animal-free dairy (AFD), an emerging type animal product alternative produced using tools synthetic biology and precision fermentation. Focus group participants came international sample potential “early adopters.” To stimulate conversation, were presented with visual “moodboards” framed key arguments both in favor opposition to AFD. Three primary thematic clusters emerged discussion. The first focused issues “process, safety, regulation,” centered general reaction concept AFD, their concerns, questions, assurances they would need order support its advancement. second “consumer preferences priorities,” highlighted by often complicated, sometimes outright contradictory, stated interests participants. third “food technology future,” wherein expressed broader views role food society, generally speaking, futures specifically. consensus among was cautious openness idea Outright rare, but so too unabashed enthusiasm. Instead, respondents had number questions about nature technological process, overall safety regulatory standards, contributions individual health climate change mitigation, as well organoleptic qualities price consumers. Among positive frames, claims welfare deemed most pertinent convincing. negative concerns messing creating risks individuals seen strongest against suggest AFD's future viable market option will depend large part extent which it can clearly demonstrate is preferable conventional or plant-based competitors, particularly arena taste, also across considerations nutrition, environmental effects, well-being.