Consumer Awareness, Perceptions and Acceptance of Mycoprotein Foods: An Exploratory Survey in China

Understanding initial acceptance of mycoprotein foods requires examining consumers’ knowledge, product expectations and confidence in preparing them. An exploratory online survey of Chinese adults (N = 1197) assessed prior awareness and knowledge, followed by evaluations and acceptance intentions after a common description of mycoprotein production, food applications and ingredient-specific approval. Analyses comprised descriptive and conditional proportions, paired comparisons and multivariable regression. Most respondents had heard of mycoprotein (60.2%), but few reported high subjective knowledge (11.6%). After the description, willingness to try and purchase consideration were common (86.7% and 76.0%, respectively). Among willing-to-try respondents, low and moderate cooking confidence were reported by 22.2% and 29.1%. Overall impressions became more favourable across the survey sequence (n = 1069; paired mean difference = 0.334, 95% CI [0.296, 0.374]). Expected taste fit and curiosity were positively associated with both intentions. Nutritional expectations and cooking confidence were positively associated with purchase consideration, whereas worry was negatively associated. Safety, taste and nutrition were leading decision priorities. Initial acceptance encompassed different levels of knowledge and preparation confidence, identifying a need to consider consumers’ understanding and anticipated food use alongside acceptance correlates when planning product communication and testing.