Consumer Acceptance of Grass-Derived Ingredients in the UK: A Cross-Sectional Study

The development of sustainable food production requires reducing the strain from present production systems on the environment using novel/disruptive technologies, one of which is to use grass as an abundantly available raw material, either minimally processed grass or grass-derived ingredients. With grass supplies readily available and the potentially significant carbon footprint reduction that this technology offers, this is an opportunity for sustainable production of much-needed food ingredients for human consumption. This study investigates UK consumers’ acceptance of grass-derived ingredients and examines the factors influencing their willingness to adopt these innovations as part of their diets. This study was conducted through a cross-sectional study in the UK, in which the participants were divided into three groups based on meat avoidance, i.e., meat reducers, meat avoiders, and meat consumers. The key findings emphasise the importance of education on grass-derived products to enhance consumer awareness and confidence. Other factors—such as age, meat attachment, grass-derived ingredients’ characteristics, social norms, and attitudes—have influenced willingness to try (WTT)/accept grass-derived ingredients. The findings suggest that while grass-derived ingredients in human diets may struggle to gain positive perceptions, targeted product development and marketing strategies tailored to highlight grass-derived ingredients’ nutritional benefits and safety are key to reshaping perceptions and fostering consumer readiness for novel food technologies in the UK.