In the paper, the impact was discussed of various factors on the acceptance of innovative food product. It was proved that many factors decided on the acceptance of innovations; they could be classified into three categories: characteristics of social system; characteristics of the innovation itself; and characteristics of consumer, the addressee of the innovation. Social system is represented by a social, economic, and political environment; and, in the research studies, a social trust issue is most frequently pointed out as is its impact on choosing food and utilizing informative media. Of the food characteristics referred to in the research studies on consumer acceptance of innovative food product, among other things, the following are included: price, comfort in use, taste, overall appearance, and other specific characteristics that depend on the type of food. The profile of consumers includes their psychological, socio-demographic, and psycho-social features.