New food ingredi­ents: the Netherlands is open to them

An innovative ingredient in a food product does not necessarily put Dutch consumers off. Among Dutch respondents, 74% say they would be willing to buy such a product. This puts the Netherlands at the top of the European rankings, according to the Special Eurobarometer on food innovation. However, that willingness applies to a clearly defined example. It explicitly describes the production method, compliance with European safety standards, and clear labeling.

Researchers presented respondents with an ingredient produced using microorganisms. It meets European safety standards, and the product is clearly labeled. Across the European Union, 42% would be willing to buy a product matching this example. A majority of 54% would be unwilling to buy the product described.

Sweden follows the Netherlands, with 64% willing to make a purchase. Cyprus (19%) and Greece (22%) have the lowest shares. The survey involved 26,456 people across 27 EU Member States. Interviews took place between May 22 and June 24, 2026.

Labeling and independent assessment

The survey also examines confidence in innovative foods. The following figures apply to European respondents as a whole.

Clear, mandatory labeling would do the most to increase confidence for 51% of respondents. This means information on the production method, composition, and origin. A further 38% cite an independent safety assessment beyond the producer’s own data. Approval by the European Food Safety Authority (EFSA) is cited by 36%.

Respondents also express views on product names and the information provided. Among them, 85% consider clear, distinct names and transparent product information important.

Benefits that encourage regular consumption

Reduced use of pesticides, fertilizers, or antibiotics holds the greatest appeal. This benefit would encourage 35% to consume innovative foods regularly. Other benefits include animal welfare (23%), a lower environmental impact, and a better nutritional profile (both 22%).

Overall, 39% have a positive view of innovative foods. By comparison, 51% have a negative view of these products. Among respondents who feel well informed, 72% have a positive view. Among those who do not feel well informed, that share is 27%.

Europa.eu