In order to assess the commercial feasibility of fruit and vegetables (FV) processed with non-thermal mild technologies (MT), we investigated consumers’ perception and possible barriers to acceptance of these technologies in six European countries (Denmark, Italy, Germany, Serbia, Spain, and the Netherlands). Lack of knowledge was identified as the major impediment to consumer acceptance, suggesting that targeted communication is necessary to enhance public awareness and trust towards FV treated with MT. Loss of taste and aroma were most frequently mentioned as concerns related to processing with MTs, followed by safety risks, higher price and environmental costs. Specific benefits of FV were found to be more relevant for consumer acceptance than processing information per se. Health and nutritional benefits were the most effective type of claims, so focusing on the possibility of better preservation of nutritional values by the use of MT should be emphasized in consumer communication. Better sensory quality, and more hygienic/safer products were other important benefits. Communicating about specific benefits from innovative technologies should increase acceptance and provide opportunities for differentiation, especially for FV derived products like juices. Use of package information and household storage and waste of FV was also studied. The findings indicated that consumers mostly discard FV due to the presence of mold or adverse sensory qualities upon visual inspection, confirming the potential of MT in reducing food waste, given that many MTs have antimicrobial effects. Lack of/insufficient knowledge of correct storage practices, and suboptimal package sizes were identified as additional reasons behind FV wastage.