Consumer Perceptions and Behaviors Toward Fermented Foods: Insights From a Canadian Survey

Abstract

ABSTRACT Chronic and autoimmune diseases continue to rise across Canada, demonstrating the need for sustainable dietary strategies that promote long‐term health. Fermented foods (FFs) have emerged as a potential approach, yet national data on consumption patterns and public perceptions remain largely unknown. A cross‐sectional survey of 4045 Canadian adults was conducted (September–November 2023) to assess consumption patterns, including behaviors, perceptions, and general knowledge about FFs and fermentation practices. Overall, 25.7% of participants reported consuming all 18 surveyed FFs at least once. Cheese (95.7%) and yogurt (93.2%) were the most consumed, while fermented fish (38.9%) and fermented cereals/grains (40.2%) were least consumed. Consumption patterns varied by age, sex, income, and education. Lower intake was seen in older adults, those with lower income and education, and those for whom health was not a primary consideration in food choice. Taste was the main motivator for consumption, with health second. Home fermentation was uncommon (9.0%) but more frequent among younger, more educated individuals. While there was a willingness to try new products (29.1%) and engage in home fermentation (30.0%), participants expressed uncertainty about FF safety (18.4%) and potential health benefits (52.7%). Nonetheless, two‐thirds wanted to learn more about FFs, and nearly half preferred guidance from trusted sources such as Canada's Food Guide. This study is the first comprehensive assessment of FF consumption patterns and perceptions across Canada, revealing sociodemographic trends, knowledge gaps, and opportunities to strengthen consumer education, evidence‐based resources, and future public health initiatives related to FFs.