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Food & Technology 2022

The way we "do food" — grow it, manufacture it, plan it, source it, prepare it — has taken giant leaps forward in the high-tech direction in recent years, and the pace of “food-tech” innovation is only accelerating. Advances in manufacturing and biology are yielding new ingredients in and categories of food and beverage. Robots are beginning to make and deliver our food. At home, our kitchens are becoming "smarter” and more connected, offering both greater control over and automation of how we store, cook, and even grow and dispose of food.

The Hartman Group’s Food & Technology 2022 study will build on and update our 2019 research to explore evolving consumer awareness, attitudes, usage, and drivers around a range of food-tech innovations. In particular, the study will explore technologies related to food production and in-home food management through the consumer lens.

Food production technologies to be explored include vertical/indoor agriculture, cellular agriculture (e.g., lab-grown proteins, ingredients, finished products), and precision fermentation-derived ingredients/finished products. In-home food management technologies to be explored include “smart” kitchen devices and cooking appliances (e.g., ovens, refrigerators, composters, at-home vertical agriculture). Additionally, we will provide a consumer perspective on emerging trends at the intersection of food and technology (e.g., NFTs).

What’s Included?

Grounded in primary quantitative and qualitative research, Food & Technology 2022 combines both new and trended quantitative research with in-depth ethnographic consumer immersions and includes in its final report

  • General report (PowerPoint and PDF)
  • Executive summary
  • Demographic data tables (Excel)

Key topics to be explored in the study include:

  • General levels of awareness, attitudes, and beliefs related to technology in food
  • Demographic and attitudinal profiles of consumers more/less interested in innovative food and beverage products and technologies
  • Current/potential purchase and usage of new in-home food-tech
  • Language and connotations related to tensions between nature/natural and science/technology in food and beverage
  • Relative importance of values and attributes related to health, sustainability, production/processing, ethics, animal welfare, etc. in motivating acceptance and purchase
  • Perceived benefits, motivations, and barriers around food-tech in the home and “in the mouth” — i.e., how much innovation will consumers accept, and how far is “too far”? Expectations around price, taste, health/nutrition, sustainability, social welfare, etc. in tech-forward products
  • Transparency expectations around production/processing techniques, data use and privacy
  • Occasions, categories, and contexts in which consumers are most receptive to novel products and technologies

Additional topics to be explored in Food & Technology 2022 include:

  • How are consumers rethinking the tensions between nature and technology, purity and processing in light of these technological developments and evolving food categories?
  • How do motivations around health, sustainability, ethics, and enjoyment shape acceptance or rejection of technology in and around food, from novel ingredients and finished products to cooking?
  • Who are the "early adopters" of these technologies?
  • In what foods or categories are consumers most willing to accept these novel ingredients and foods?
  • How should companies engage and communicate with consumers about technological innovations?

Take advantage of special pricing before it expires on October 1, 2022

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Published January 2023

Price: $12,500 until September 30, 2022

After September 30, 2022: $15,000