The University of Johannesburg (UJ) has emerged as a leader in exploring the intersection of food technology and consumer behavior, with a recent study shedding light on how South Africans view 3D-printed food. Led by researchers from UJ's Centre for Innovative Food Research (CIFR) in the Department of Biotechnology and Food Technology, alongside the Department of Marketing Management, the research underscores that while technological hurdles are surmountable, it is consumer perceptions that will ultimately dictate the trajectory of this innovative field.
3D food printing, or three-dimensional food printing (3DFP), involves layering edible materials through additive manufacturing to create customized food products. This process allows for precise control over shape, texture, nutrition, and portion size, making it a promising solution for personalized nutrition, reducing food waste, and addressing dietary needs like those for dysphagia patients who struggle with swallowing conventional foods.
Understanding the UJ Study Methodology
The flagship study, titled "Consumers’ attitudes toward 3D food printing: A South African context," published in the Journal of Food Science in April 2025, surveyed 355 South African consumers aged 18 to 65 who had prior awareness of 3D-printed food. This purposive sampling ensured responses were informed, targeting working professionals with tertiary education, reflecting key food decision-makers in households.
Using a seven-point Likert scale, the researchers measured constructs such as knowledge awareness, experience awareness, perceived benefits, health perceptions, food neophobia (fear of new foods), familiarity, and convenience orientation. Partial least squares structural equation modeling (PLS-SEM) analyzed the data, revealing high reliability (Cronbach's alpha 0.795–0.948) and validity.
Key Findings: What Drives South African Attitudes?
The results were clear: attitudes toward 3D-printed food are the strongest predictor of consumption intention. Perceived benefits emerged as the most influential positive factor (β=0.494, p<0.001), including customization for nutritional needs, waste reduction, and enhanced food safety through controlled production. Knowledge and experience awareness (β=0.103 and 0.162) and health perceptions (β=0.109) also bolstered positive views.
Conversely, food neophobia significantly hindered acceptance (β=-0.183, p<0.001), with unfamiliarity breeding uncertainty. Surprisingly, everyday food choice drivers like familiarity and convenience showed no impact, indicating 3D-printed food is judged on its novel merits rather than routine criteria.
A companion study in Frontiers in Nutrition (2026), using the same dataset but focusing on Generation X (older Millennials and Gen X, 30-59), confirmed attitude as the top intention driver (β=0.623 for Gen X, 0.580 for Gen Y). Social norms swayed younger Gen Y more, while health consciousness mattered to Gen X.
Generational Nuances in Acceptance
Younger respondents (Gen Y/Millennials) were swayed by peer opinions and social influences, viewing 3D-printed food as trendy for personalization like athlete-specific meals or fun shapes for children. Older Gen X prioritized health assurances, such as fortified nutrients for chronic conditions prevalent in South Africa, like diabetes.
This divide calls for tailored strategies: social media campaigns for youth emphasizing aesthetics and sharing, versus evidence-based messaging on safety and nutrition for older adults.
The Technology Behind 3D Food Printing
3D food printers extrude pastes or doughs—made from ingredients like chocolate, pureed fruits, proteins, or even meat alternatives—layer by layer based on digital designs. In South Africa, UJ's CIFR has pioneered using local staples like sorghum, cowpea, and quinoa, which are nutrient-dense and sustainable.
Step-by-step: 1) Design via CAD software; 2) Prepare printable inks (e.g., hydrocolloid-thickened purees); 3) Extrude layers; 4) Post-process (bake, dry); 5) Consume. Challenges include ink rheology for stability and scaling production.
Globally, the market is booming—from $437 million in 2024 to projected $7.1 billion by 2034—driven by personalization and sustainability. South Africa's market could reach $2.62 billion by 2031 (CAGR 22.4%), leveraging food security needs amid inequality.
Benefits and Real-World Applications
UJ researchers highlight 3D printing's potential to tackle South Africa's food challenges: 27% stunting in children, high obesity/diabetes rates. Customized meals can deliver precise micronutrients; waste reduction by printing from surplus produce; dysphagia-friendly textures for elderly/AIDS patients.
Case studies: NASA's space food trials; BeeHex printers for hotels; SA's first ugly produce printer reducing waste. For SA, printing amasi-enriched snacks or biltong variants could boost nutrition access in townships.
- Personalized diets for diabetics (low-GI inks).
- Therapeutic foods for malnutrition.
- Sustainable use of underutilized crops like moringa.
Challenges: Overcoming Neophobia and Building Trust
Food neophobia stems from perceptions of 'unnaturalness,' safety fears, and sanitation doubts. In SA, cultural emphasis on fresh, home-cooked meals amplifies this. Regulatory gaps—SA's Foodstuffs Act lacks 3D-specific rules—add hesitation.
Solutions: Education campaigns, taste trials, transparent labeling. UJ advocates demos showing identical nutrition to traditional foods.
Read the full UJ study in Journal of Food Science.UJ's Pioneering Role in Food Innovation
CIFR, under Prof. Oluwafemi Adebo, leads SA in 3DFP research, from dysphagia foods to functional prints with probiotics. Collaborations with marketing experts like Prof. Nicole Cunningham bridge tech and consumer insights, positioning UJ as SA's hub for food tech R&D.
This aligns with NRF funding for SA HDI research chairs, enhancing local expertise amid global competition.
Implications for South Africa's Food Sector
For industry, focus on benefits marketing: partner with retailers for pilots. Policymakers: Fast-track regs, fund awareness. Higher ed: UJ's model inspires curricula in food engineering at Stellenbosch, Pretoria unis.
Stakeholders: Consumers gain healthier options; farmers, value-added crops; environment, less waste (SA discards 10M tons food yearly).
Global Context and Future Outlook
Worldwide, acceptance varies: High in tech-savvy Asia; cautious in Europe due to 'naturalness' bias. SA's curiosity positions it well, but needs investment.
By 2030, expect home printers, mass-customized meals. UJ predicts attitude shifts via education will unlock potential, aiding SDGs on zero hunger, health.
Explore generational insights from Frontiers study.
UJ official press release.
Photo by Locanam 3D Printing on Unsplash
Actionable Insights for Stakeholders
- Researchers: Longitudinal studies on post-trial attitudes.
- Industry: Beta-test with SA staples, certify safety.
- Educators: Integrate 3DFP in nutrition courses.
- Consumers: Trial samples at food fairs.
- Government: Incentives for local ink development.
UJ's work signals a future where food tech meets cultural needs, fostering a resilient SA food system.