Innovations in food: A review on the consumer perception of non-thermal processing technologies

Non-thermal processing (NTP) technologies are designed to preserve food products by inactivating microorganisms and enzymes responsible for spoilage. These technologies extend the shelf life of foods while retaining their nutritional and sensory qualities. Additionally, NTP technologies respond to consumer demands for sustainable, safe, and high-quality food products. However, consumers are often conservative and skeptical about changes, making it crucial to explore the factors driving their acceptance or rejection of these innovations during the early stages of development. Ensuring that new food products not only meet technical standards but also align with consumer preferences and expectations is key. The objective of this review was to examine the various factors influencing consumer perception of these innovative NTP technologies and particularly how this perception is affected by providing consumers with information related to their benefits. Several research articles were identified exploring consumer perceptions of food products treated with pulsed electric fields (PEF), highpressure processing (HPP), ultrasounds (US), ultraviolet (UV) radiation and cold plasma. In general, consumer perceptions of NTP varied widely and were influenced by several factors, including awareness, perceived benefits, pricing, ethical concerns, and trust in food safety. Misconceptions regarding non-thermal treatments were commonly reported, but effective communication of their benefits-such as improved food safety, sensory quality, and environmental friendliness-was found to enhance consumer acceptance in almost all cases. Concerns about potential price increases for food products treated with these technologies were frequently expressed. Therefore, rather than focusing on the technical details, it is essential to emphasize the benefits of NTP technologies. Importantly, stakeholders have a responsibility to clearly communicate that food products treated with NTP technologies are safe, doing so in a way that is easy for consumers to understand.