A new study by the University of Johannesburg (UJ) reveals that the future of 3D-printed food will be shaped less by technological advancement and more by how consumers feel about it, with attitudes emerging as the single most powerful driver of intention to consume 3D-printed food.

The research is led by the Centre for Innovative Food Research, Department of Biotechnology and Food Technology in collaboration with the Department of Marketing Management. It was conducted by Professor Nicole Cunningham, Dr Adeyemi Adeyanju and Professor Oluwafemi Adebo, surveyed 355 South Africans between the ages of 30 and 59, representing Generation X and Millennials (the group most actively involved in household food decisions and purchasing). The study found that respondents had at least some awareness of 3D-printed food, ensuring informed responses. It included a mix of working professionals, largely employed full-time, with a strong representation of individuals holding tertiary qualifications.

The findings show that South Africans are cautiously open to the idea of 3D-printed food. Still, their willingness to try it depends strongly on awareness, perceived benefits and their overall attitude towards the technology. Notably, traditional food-choice factors such as convenience and familiarity did not significantly shape attitudes toward 3D-printed food, suggesting that consumers evaluate it differently from everyday food decisions. This signals a shift in how food choices are made in the context of emerging technologies.

“What consumers believe about 3D-printed food, whether it benefits them or aligns with their values, matters more than how familiar or convenient it seems,” says Prof Cunningham.

At the same time, hesitation remains a key barrier. The study highlights that food neophobia (the reluctance to try unfamiliar foods) continues to shape consumer responses across generations, with slightly stronger resistance among older consumers.

“Unfamiliarity creates uncertainty, and uncertainty slows intention,” explains Dr Adeyanju. “This is why awareness and education are critical. The more people understand what 3D-printed food is and how it works and its benefits, the more likely they are to develop positive attitudes towards it.”

The findings also show that perceptions can shift when consumers recognise the benefits. Participants were more open to 3D-printed food when they understood its potential to support personalised nutrition, improve health outcomes and reduce food waste.

“When consumers see the real-world benefits, their mindset changes,” says Prof Adebo. “3D food printing is not just about novelty. It has practical applications that can address nutrition, sustainability and food system challenges.”

Clear generational differences emerged in how consumers respond towards 3D-printed food. Younger consumers are more influenced by social dynamics and peer opinions, while older consumers place greater emphasis on health considerations and nutritional value when forming their attitudes.

“These differences matter,” adds Prof Cunningham. “Younger consumers respond to shared experiences and social signals, while older consumers want reassurance around health and safety. Engagement strategies need to reflect that.”

Interestingly, traditional drivers of food choice such as convenience, familiarity and ease of preparation were found to have minimal influence on consumer intention in this context, reinforcing that 3D-printed food is evaluated differently from everyday food choices.

The findings position South Africa as a market that is curious but cautious, where openness to innovation exists alongside a need for trust and understanding. The researchers highlight that increasing awareness, transparent communication and real-world exposure will be essential to building positive attitudes towards the technology.

“Technology alone will not drive intention,” concludes Prof Adebo. “Positive attitudes form when people understand the benefits of 3D-printed food and why it matters. That is where the real opportunity lies, not just for innovators, but for industry and policymakers looking to bring 3D-printed food into the mainstream. Ultimately, the path to adoption will be shaped as much by human perception as by technological progress.”