Are US Consumers Beginning to Accept Cultivated Meat?
The recent surge of studies probing into US consumer attitudes regarding cultivated meat has shed light on a promising outlook for a product still awaiting widespread availability.
In May 2024, a YouGov survey of 9,272 US adults
unveiled a surprising trend: merely half of the participants displayed a preference for animal meat when presented with a choice between traditional and lab-grown options, assuming they were identical. Equally striking, 14% of respondents expressed aversion to both options altogether.
Across various demographic categories such as region, gender, politics, age, and race, the preference for animal meat hovered around 50%, with only slight fluctuations. Notably, a significant departure was observed along political lines, with a striking 68% of Republicans favoring animal meat over lab-grown alternatives.
Interestingly, when participants were asked if they would consider trying meat produced in a laboratory rather than animal or plant-based options, without the specification of its identity as identical to conventional meat, only 10% responded with enthusiasm, while 40% outright declined, and 12% remained undecided.
Conversely, a Consumer Food Insights survey by Purdue University, comprising 1,200 Americans, indicated a relatively higher willingness to sample cultivated beef, chicken, and pork in restaurants, with approximately 60% expressing openness, while around 30% remained apprehensive.
Despite this openness, consumers generally perceive cultivated meat as inferior in taste and nutritional value compared to traditional options like beef and chicken.
However, juxtaposing these findings are the outcomes of a 2021 systematic review by Wageningen Economic Research in the Netherlands, which highlighted a preference among consumers for pulses, algae, or plant-based proteins over cultivated meat as alternatives.
Intriguingly, despite regulatory hurdles, cultivated meat has garnered significant media attention in recent years, with products securing approval for sale in several countries, including Singapore, the USA, and Israel. Conversely, regulatory bans in places like Italy, Florida, and Alabama, branding it as "lab-grown" or "fake meat," have sparked debates and increased public awareness.
Yet, widespread acceptance of cultivated meat remains an ongoing challenge, as indicated by a 2023 Statista Consumer Insights survey, which revealed varying levels of interest across different countries.
To address this, researchers advocate for a deeper understanding of consumer perceptions through studies rooted in cognitive science. They stress the importance of effective communication regarding the production and benefits of cultivated meat to propel acceptance and facilitate a transition toward more sustainable dietary habits.
Moreover, expanding research methodologies beyond online surveys to encompass diverse groups and real-world contexts is deemed imperative for a comprehensive understanding of consumer attitudes. This could involve tracking subgroups such as farmers, who may harbor concerns about potential job losses, or evaluating consumer acceptance within specific food contexts where product comparisons can be made.
