Quotes from Vegconomist,
Understanding Consumer Attitudes Towards Cultivated Meat
A survey conducted by Purdue University, known as the Consumer Food Insights survey, monitors consumer attitudes toward cultivated meat. The survey reveals that approximately 60% of consumers are open to trying cultivated beef, chicken, and pork in restaurant settings, whereas about 30% remain hesitant or unwilling to do so.
A group of 1,200 consumers participated in a survey where they were shown a list containing both common animals, such as chickens, cows, and pigs, and a variety of more exotic creatures.
They were requested to categorize the animals according to their openness to sampling conventional and cultivated meat dishes in a professional restaurant environment, labeling them as either ‘willing to try’ or ‘unwilling to try.’
Traditional vs. Cultivated Meat Options
Of all the animals enumerated, research indicated that consumers displayed a greater inclination to consume meat sourced from traditional animal farming methods compared to cultivated alternatives, even when considering exotic species. Among the exotic meats listed, octopus (31%), shark (29%), and ostrich (29%) emerged as the most appealing cultivated options.
However, a significant majority, comprising 60%, expressed their openness to sampling lab-grown alternatives for chicken (67%), beef (65%), and pork (60%). Additionally, statistics indicate that about 46% of individuals hesitant to consume conventional chicken would consider trying its cultured counterpart. Similarly, around 26% and 22% of those with reservations about consuming traditional beef and pork, respectively, would be open to trying their cultivated variations.
The authors observe that this indicates a potential market for cultivated meat among a significant subset (albeit a small one) of consumers who are hesitant to sample traditional forms of these meats.
Consumer Perceptions of Cultivated Meat
The survey findings reveal that consumers view cultivated meat as being comparatively less flavorful and less nutritious when compared to traditional meat. To illustrate, conventional beef and chicken received higher ratings for taste (4.4 and 4.2) in contrast to lab-grown beef and chicken (2.7). Furthermore, consumers exhibit greater reservations regarding the health benefits of lab-grown meats: traditional beef and chicken were perceived as healthier (scoring 3.4 and 4.2 respectively) compared to lab-grown beef and chicken (scoring 2.6 and 2.9).
The authors note, “To our surprise, we observe a lesser contrast in the average ratings between traditional and lab-grown meats regarding consumer perceptions of their novelty. It appears that the origin of the animal is more impactful than the meat’s classification.”
The survey is accessible at this link.
