To gain a better understanding of the market and commercialize our products, we have conducted extensive human practices, including questionnaire surveys, expert interviews, street interview and so on.
Figure 1 IHP mind map
For a product to achieve market success, it must first gain recognition among consumers. To better understand market dynamics and public perceptions, we conducted an online questionnaire via the Wen Juan Xing platform, receiving 252 valid responses. This survey aimed to explore consumer awareness, preferences, concerns, and behaviors related to natural versus artificial food preservatives. The results provide valuable insights that will help guide the development and communication of our project in alignment with public expectations and needs.
1. Information of respondentsThis survey sample includes a diverse age range, with the largest group being under 18 (38.89%), followed by those aged 30-50 (31.35%), providing a broad demographic perspective. The majority of respondents are students (44.84%), followed by those in social life service roles (14.29%), providing insight into the demographic composition of the survey participants.
Figure 2 Information of respondents
Figure 3 Information of respondents
2. Are you troubled by food decay and waste in your life?The vast majority (83.73%) of respondents are troubled by food decay and waste, indicating a significant concern that could influence their preferences for food preservation methods.
Figure 4 Are you troubled by food decay and waste in your life?
3. Do you think preservatives help in life?A strong majority (89.29%) believe preservatives are helpful, highlighting their perceived importance in food preservation and safety.
Figure 5 Do you think preservatives help in life?
4. When you buy food, do you pay attention to the preservative ingredients in the ingredient list?Most respondents occasionally (28.97%) or often (20.63%) check preservative ingredients, showing a moderate level of attention to this aspect when purchasing food.
Figure 6 When you buy food, do you pay attention to the preservative ingredients in the ingredient list?
5. Have you ever heard of natural preservatives?A slim majority (54.76%) are aware of natural preservatives, suggesting growing recognition but also indicating room for further education and market penetration.
Figure 7 Have you ever heard of natural preservatives?
6. Do you know the difference between natural preservatives and chemical preservatives?Most respondents have at least a general understanding (28.97%), but a significant portion (45.24%) either know very little or nothing at all, pointing to a need for consumer education.
Figure 8 Do you know the difference between natural preservatives and chemical preservatives?
7. Are you worried about the health effects of chemical preservatives used in food?A substantial majority (71.03%) are either very worried or a little worried about the health effects of chemical preservatives.
Figure 9 Are you worried about the health effects of chemical preservatives used in food?
8. Would you like to buy food with naturally synthesized safe preservatives?Summary: Most respondents are either very willing (31.75%) or more willing (29.76%) to buy food with natural preservatives, indicating strong consumer preference for natural preservation options.
Figure 10 Would you like to buy food with naturally synthesized safe preservatives?
9. If natural preservatives can replace common chemical preservatives on the market now, but the price is higher than chemical preservatives, are you willing to buy such goods?A significant proportion (63.89%) are very willing or more willing to purchase natural preservatives despite higher costs, reflecting a commitment to natural alternatives even with a price premium.
Figure 11 If natural preservatives can replace common chemical preservatives on the market now, but the price is higher than chemical preservatives, are you willing to buy such goods?
10. How much higher can you accept the price of natural preservatives than conventional preservatives?The majority (57.14%) can accept a price increase of 0-20%, suggesting price sensitivity and a limit to how much consumers are willing to pay for natural preservatives.
Figure 12 How much higher can you accept the price of natural preservatives than conventional preservatives?
11. Which food categories can you accept that natural preservatives produced by synthetic biology are used for?Baked food (48.81%) and convenience food (48.02%) are the most accepted categories for natural preservatives, indicating consumer comfort with natural preservatives in these product types.
Figure 13 Which food categories can you accept that natural preservatives produced by synthetic biology are used for?
12. Do you have any other opinions or suggestions on food preservatives?The word cloud and frequency analysis highlight key themes such as safety, natural alternatives, and the role of preservatives in food preservation.
Figure 14 Do you have any other opinions or suggestions on food preservatives?
For example, respondent said "It is hoped that it can be safer and produce products that are more suitable for children, the elderly and other groups to consume," "Natural food preservatives can be widely used in the transportation of meat. Vegetables are generally grown in local vegetable greenhouses. The cost of using natural preservatives for convenience foods is too high, while meat can meet the requirements of cost coverage at the same time," and "The major role of food preservatives is to enable food to be preserved for a long time. Although it is not clear whether the dosage of preservatives increases with the increase of the required storage time, if so, I think the content of preservatives can be reduced before non-chemical substances are completely eliminated. Some foods can be stored for one year instead of three year
ConclusionThis survey reveals consumers' awareness and attitude towards food preservatives. The vast majority of respondents (83.73%) are troubled by food spoilage and waste. Nearly 90% (89.29%) recognize the importance of preservatives. About 40% of respondents pay attention to preservatives in food ingredients. Although the majority (54.76%) are aware of natural preservatives, their understanding of the differences between the two is relatively shallow More than 70% are concerned about the health impacts of chemical preservatives, which drives a preference for natural preservatives. Most people are willing to purchase foods containing natural preservatives, and over 60% accept that their prices are higher than those of chemical preservatives, but most only accept a premium of 0-20%. Baked goods and convenience foods are more acceptable. The use of natural preservatives is recommended to focus on improving safety and be suitable for special groups. To expand the application of natural preservatives in meat transportation and balance the shelf life and the number of preservatives used consumers favor natural preservatives, but their purchasing decisions are influenced by the price, food category and awareness level. Enterprises need to enhance the cost-effectiveness of natural preservatives and strengthen consumer education.
Stakeholder interview with Prof. Liujie HuoIn our continuous efforts to enhance the scientific foundation and practical applicability of our project, we conducted an in-depth interview with Professor Liujie Huo, a Qilu Young Scholar Distinguished Professor and Doctoral Supervisor at Shandong University, with affiliations in the State Key Laboratory of Microbial Technology and the School of Life Sciences. As an expert in pharmaceutical biotechnology and microbial natural products, Professor Huo’s expertise in research provided invaluable insights for our project.
The primary goal of this interview was to assess the current status and demands within food preservation technology, evaluate the feasibility of our proposed combined use of lysozyme and antimicrobial peptides, identify potential technical challenges, and gauge future application prospects. We structured our discussion around four key themes: understanding lysozyme and antimicrobial peptides, comparing natural and chemical preservatives, refining experimental design, and addressing project implementation.
Figure 15 Interview with Prof. Huo
Complementary Advantages and Necessity of Modification of Natural PreservativesProfessor Huo highlighted that antimicrobial peptides occupy a unique niche between small molecules and proteins, combining functional versatility with membrane permeability, making them highly promising for synthetic biology applications. When comparing natural preservatives derived from synthetic biology to chemical alternatives, he emphasized their superior safety and environmental profile as substances inherently found in nature, though he noted that natural peptides often require rational modification to optimize stability and functionality for human use—such as reducing susceptibility to proteolytic degradation or enhancing thermal resistance.
Key Challenges in Stability and Production TechnologyRegarding experimental design, Professor Huo pointed out significant challenges, including maintaining high activity and stability of the peptides under realistic conditions and developing environmentally sustainable production methods. He explained that effective food preservatives must remain active throughout the product’s shelf life yet degrade safely after consumption—a balance difficult to achieve with current technologies. He affirmed strong future potential for synthetic biology-derived preservatives, particularly given their biocompatibility and biodegradability.
Bridging the Gap Between Predictive Design and Practical ValidationOn project implementation, Professor Huo drew attention to the stark disparity between computational prediction and practical testing of candidate preservatives. Although bioinformatics tools can rapidly identify numerous natural peptide candidates, laboratory validation remains slow and resource-intensive. Production scaling was another major point; he noted that cost-effective large-scale fermentation requires tailored strategies rather than linear scale-up. Additionally, he advised selecting chassis organisms carefully based on structural and functional compatibility with target antimicrobial products to avoid self-toxicity and to enhance yield.
Cost Reduction Strategies and Application-Specific OptimizationProfessor Huo also recommended structural optimization of peptides via synthetic biology to improve practical performance and lower application costs. While current production expenses—particularly for antimicrobial peptides and purification processes—remain high, advancements in genetic engineering, AI-assisted design, and process optimization are expected to drive costs down significantly, improving commercial viability. Finally, he suggested that lysozyme and antimicrobial peptide combinations show particular promise in preserving meat, dairy, and fresh produce, but their efficacy depends heavily on tailored formulation and thorough evaluation of stability, antimicrobial activity, and consumer acceptance.
This interview has profoundly shaped our project direction, offering critical guidance on chassis selection, peptide engineering, production scaling, and market-specific applications. We are committed to integrating these expert recommendations to advance our design toward a sustainable, efficient, and socially responsible solution for food preservation.
In our ongoing commitment to strengthening the scientific rigor and real-world applicability of our project, we conducted a highly informative interview with Professor Zhen Qin, an Associate Professor in the School of Life Sciences at Shanghai University. Professor Qin, who also serves as a Council Member of the Enzyme Division of the Chinese Institute of Food Science and Technology and a Youth Committee Member of the Shanghai Food Society, specializes in food enzymology and enzyme engineering. His expertise provided critical insights into the use of synthetic biology for developing natural food preservatives.
We sought Professor Qin's guidance to deepen our understanding of the underlying science, refine our experimental process, and explore future research directions.
Figure 16 Interview with Prof. Qin
The interview was structured around four key themes: the technological basis of lysozyme and antimicrobial peptides, their functional advantages, potential difficulties and challenges, and future development prospects.
Technological BasisProfessor Qin explained that lysozyme works by breaking down peptidoglycan in bacterial cell walls, making it particularly effective against Gram-positive bacteria. Antimicrobial peptides (AMPs), on the other hand, operate through multiple mechanisms, such as disrupting genetic material or protein synthesis within cells. When used in combination, these molecules offer broader antimicrobial coverage and greater safety compared to chemical alternatives, given their natural amino acid composition. However, challenges remain regarding their thermal stability—lysozyme degrades above 80°C, while AMPs are sensitive to temperatures exceeding 100°C—and potential reduced efficacy in complex food matrices containing sugars, fats, or proteins.
To enhance combined preservation effects, Professor Qin suggested selecting lysozymes and AMPs with complementary functions, testing their performance in various food environments, and employing protein engineering to improve stability. He also highlighted emerging technologies such as AI-assisted AMP design, cell-free synthesis systems, and engineered production strains that can increase yield and reduce costs.
Function & AdvantageThe primary function of both lysozyme and AMPs is antimicrobial, achieved through cell wall disruption and interference with intracellular processes. They are already used in certain applications, such as infant formula and meat products, where they help reduce reliance on chemical preservatives. Professor Qin emphasized that these ingredients must be incorporated after sterilization to avoid thermal degradation.
Difficulties & ChallengesKey challenges include ensuring safety in synthetic production—using food-approved microbial chassis and avoiding antibiotic resistance genes—coupled with rigorous toxicological and allergenic testing. Additionally, natural preservatives face issues related to stability, slower action compared to chemical options, higher production costs, and the need to shift consumer perceptions regarding natural versus synthetic efficacy.
Development ProspectsDespite these hurdles, Professor Qin expressed strong optimism about the future of natural preservatives, especially as synthetic biology helps lower costs and protein engineering improves functional attributes. Critical factors for success include mitigating matrix interference and thermal degradation through techniques like encapsulation and process optimization, clearly communicating performance characteristics to consumers, and conducting thorough market and technical research to identify key bottlenecks.
This interview greatly informed our experimental and dry lab efforts, providing a clearer roadmap for project development and implementation.
Street interviews
Stakeholder Interview with Consumers (Team 1)As part of our comprehensive human practices research, our first team conducted street interviews with 10 participants in a downtown commercial area. The primary purpose was to gauge consumer awareness, preferences, and concerns regarding natural versus artificial food preservatives.
Awareness and Preference: Half of the respondents demonstrated a basic awareness of food preservative types but lacked specific preferences. 30% were largely unfamiliar with the topic, while a well-informed minority (20%) held clear views.
Clear Preference for Natural Options: A significant majority (60%) expressed a distinct preference for natural preservatives, primarily motivated by perceived health benefits. Cost-conscious consumers (20%) leaned towards artificial alternatives, and the remaining 20% remained open-minded, making context-dependent choices.
Perceived Trade-offs: Respondents widely recognized the health advantages of natural preservatives but concurrently acknowledged their higher cost. Artificial preservatives were valued for their affordability despite associated health concerns.
Price Sensitivity: 70% of participants indicated a willingness to pay a premium for natural options. Within this group, 40% prioritized health above cost, while 30% were flexible depending on the price difference. The remaining 30% were deterred by higher costs.
Purchasing Drivers: While cost was the primary factor for 30% of consumers, a larger segment (40%) prioritized health, environmental impact, and preservative efficacy when selecting food. Taste and a general lack of concern accounted for the remaining responses.
Residual Concerns: 40% of respondents expressed strong confidence in natural preservatives. However, 30% voiced concerns about the technological maturity and reliability of natural options, and another 30% remained neutral or were primarily concerned about cost.
Figure 17 Street interview
Figure 18 Street interview
Stakeholder Interview with Consumers (Team 2)Our second team engaged with 10 consumers in a downtown area to deepen our understanding of their awareness and perceptions concerning natural and artificial food preservatives.
Prevalent Health Concerns: An overwhelming majority (80%) of respondents reported worrying about the health implications of chemical preservatives during food shopping. Only 20% stated they did not pay significant attention to this aspect in their daily lives.
Strong Acceptance for Natural Alternatives: When presented with a scenario involving a new natural preservative that extends shelf life while preserving original flavor, 80% of participants expressed willingness to purchase such products.
Health Over Price for Most: Approximately 90% of interviewees stated they would prioritize health and choose products with healthier natural synthetic preservatives without considering the price. A small minority (10%) indicated that price would be a determining factor in their decision.
Safety as the Paramount Feature: Safety emerged as the most critical and frequently mentioned characteristic of food preservatives among the vast majority of interviewees. "Long fresh-keeping time" and "impact on food flavor" were each highlighted by only one respondent, underscoring the dominant focus on health and safety.
Desire for Clean Ingredients and Affordability: Respondents expressed a desire for natural preservatives to have "cleaner" ingredients and be harmless to the human body. Many hoped for enhanced safety and healthiness. Concerns about cost were also voiced, with a specific suggestion to "reduce costs and not sell it too expensive."
Figure 19 Street interview
Figure 20 Street interview
Figure 21 Street interview
Stakeholder Interview with Consumers (Team 3)A third team conducted offline interviews with 10 candidates in a nearby business district to understand public opinion on biological preservatives and expectations for future products.
Low Awareness: The concept of "biological preservatives" was unfamiliar to 80% of the candidates, indicating that market awareness is currently low and that significant consumer education is needed.
Negative Connotations with "Preservatives": All interviewees associated the word "preservatives" with keeping food fresh but simultaneously held negative perceptions, linking them to unhealthiness and potential harm.
Moderate Overall Acceptability: On a scale of 1 to 10, the average acceptability score for adding preservatives to food was 6, indicating moderate tolerance. The scores varied, with three people rating an 8, five people giving a 5, and two people a 6.
Acceptance of Healthier, Pricier Options: 70% of interviewees stated they would accept a product using healthier biosynthetic preservatives even if it meant a price increase, suggesting that health often outweighs cost concerns. 30% would not accept a higher price.
Acceptable Price Premium: On average, the acceptable price increase for such products was around 20%.
Perceived Suitable Applications: Half of the respondents (5 people) believed biological preservatives would be more suitable for packaged and fast food. Three people thought they would be best applied in infant food.
Desired Characteristics Beyond Safety: Respondents expressed hopes that biological preservatives could supplement human nutrition, be applicable to a wide range of foods, and be produced in reasonable and compliant factory conditions.
Demand for Transparent Labeling: Interviewees emphasized the need for clear labeling on packaging, specifically wanting information on the characteristics, components, effects, adherence to national regulations, sources, and safety test results of the biological preservatives used.
Figure 22 Street interview
Figure 23 Street interview
Figure 24 Street interview
Figure 25 Street interview
In our relentless pursuit of enhancing the market relevance and practical impact of our project, we conducted a pivotal interview with Mr. Andong Zhang, Chief Expert of the Pharmaceutical and Chemical Department at Haifa Baocheng Financial Leasing Co., Ltd. His extensive industry experience provided us with invaluable insights into the commercial and technological landscape of natural food preservatives.
Figure 26 Interview with Mr. Zhang
This discussion with Mr. Zhang aimed to deepen our understanding of current market demands, evaluate the feasibility of our proposed preservative combination, and identify key commercial pathways and challenges. The dialogue was structured around four core themes: theoretical basis, industry demand, commercialization strategy, and project development.
Theoretical Basis and Comparative AdvantagesMr. Zhang confirmed that the combination of lysozyme and antimicrobial peptides presents a synergistic effect that enhances antibacterial activity, particularly against drug-resistant strains, while improving overall stability. When compared to chemical preservatives, these natural alternatives align strongly with the growing clean label trend, offering high safety profiles and minimal side effects. However, he also highlighted that high production costs pose a significant barrier to widespread adoption.
Current Industry DemandHe pointed out that the major demand for natural preservatives currently comes from prepared foods, plant-based vegetables, and aquatic products. The prepared food sector alone is projected to expand to a ¥2 trillion market, with an impressive annual growth rate of 25.8%, indicating substantial opportunities for natural solutions.
Commercialization PathwaysMr. Zhang strongly recommended a B2B (business-to-business) model rather than B2C, given that natural preservatives are primarily used in industrial food production rather than individual consumption. He emphasized that natural preservatives offer distinctive advantages such as metabolic safety, absence of chemical residues, and multi-functional synergistic effects. However, transitioning from lab-scale to industrial production requires overcoming hurdles related to quality consistency and compliance with stringent regulations, including China’s GB standards and U.S. FDA requirements.
Regarding pricing, he advised setting a competitive price that covers production costs while allowing for a 10%–20% gross profit margin, positioned thoughtfully between cost and the highest market price to ensure acceptance.
Project Development and Strategic RecommendationsMr. Zhang expressed optimism about the prospects of natural preservatives, citing market estimates that the global sector will grow from $1.2 billion in 2023 to $2.1 billion by 2028, with domestic demand in China rising at 23.5% annually. He stressed that balancing product quality, cost control, and regulatory compliance is essential for enhancing competitiveness.
For the project to achieve market success and attract investors, he highlighted three critical steps: targeting markets with higher acceptance rates such as Europe, the U.S., and Japan; reducing costs to improve consumer accessibility; and making thorough preparations in team structure, funding, and production planning. To achieve cost reduction, he proposed optimizing raw material selection, scaling up production to distribute fixed costs, and implementing efficient management systems such as ERP.
This interview has significantly guided our commercial strategy and practical planning, allowing us to better align our scientific goals with real-world applications and market needs. We are committed to integrating these expert insights to develop a sustainable and economically viable solution in the field of natural food preservation.
Our in-depth engagements with consumers, domain experts, and industry advisors have profoundly shaped the R&D direction and strategic focus of this project. Drawing on multifaceted external feedback, we have not only made targeted optimizations at the technical level but also implemented crucial adjustments in application positioning and promotion strategies—truly realizing human-centered synthetic biology innovation.
product design·According to Professor Qin's suggestions, we plan to subsequently either blend lysozyme with antimicrobial peptides in a certain ratio, or modify lysozyme through protein engineering technology to adjust its molecular structure—thereby enhancing its stability (especially heat resistance)—so that it will not easily become inactive in high-temperature processed foods；
·According to Professor Qin's suggestions，In subsequent research, food-grade strains, such as lactic acid bacteria should be used instead of Escherichia coli. Therefore, we have adopted Komagataella phaffii for experimental research.
Commercialization·According to expert Zhang Andong's suggestions, we will shift from the plan of implementing both B2B and B2C models to adopting a B2B (business-to-business) business model. This is because the main application scenarios of natural preservatives are concentrated in the industrial production field, while their use in personal consumption scenarios is relatively limited;
·According to expert Zhang Andong's suggestions, when setting the price,we take raw material costs into account. The set price is higher than the raw material costs but lower than the highest market price, so as to create a cost-performance advantage;
·According to Professor Qin's suggestions, we have taken into account the excessively high costs of lysozyme and antimicrobial peptides. After listening to the experts' advice, we have decided to optimize the purification technology to reduce the purification costs.
This practice fully embodies the "people-oriented" innovative concept of synthetic biology. In the future, we will continue to integrate opinions from consumers, experts and the industry, promote the transformation of natural food preservatives from technological R&D to market-oriented application, and balance safety, economy and practicality.