Future foods refusal. How our behavioral immune system impedes the sustainable food transition

In light of a growing global population, there is an urgent need to change the global food system towards greater sustainability. In part, that challenge can be met by food innovation, the development of future foods and food technologies that are healthy for both people and the planet. However, the success of these food innovations critically hinges on consumer acceptance. This review provides an analysis of how negative affect in consumers can lead to future foods refusal. It covers research demonstrating that consumers are reluctant to try future foods due to food neophobia and food disgust evoked by the triggering of our behavioral immune system, a risk assessment system that evolved as a first line of defense against pathogens, parasites, and food poisoning. Foods that are novel, deviate from the norm, or contain features that signal dirt and disease are readily perceived as hazardous to ingest and are promptly refused, regardless of whether these foods are safe in actuality. Many future foods are novel, deviate from the norm, or have attributes associated with pathogens. Therefore, food innovation needs to take the behavioral immune system into account to foster the sustainable food system transition. • Food innovation plays an important role in the sustainable food transition. • Acceptance of future foods is hampered by the Behavioral Immune System. • The Behavioral Immune System triggers fear and disgust to prompt food refusal. • Promoting food familiarity and preventing disgust are key to future foods acceptance.