ProVeg International has released a report outlining how framing cultivated meat as pet food may discourage consumers from seeing it as a viable human food. The report flags that consumers are less likely to buy cultivated meat for their own consumption if they have seen it framed as pet food first. As such, ProVeg is recommending that cultivated meat be framed as human food above pet food to avoid it becoming mitigated as an alt-protein option for human consumption.
The report “Cultivated Pet Food for Cats and Dogs” is based on a survey of 1,000 UK respondents, who were asked about their perception of cultivated meat as pet food, compared to cultivated meat as human food.
Of those who saw cultivated meat framed as human food first, 47% said they would eat it, whereas of those who saw cultivated meat framed as pet food first, only 37% said they would eat it.
Similarly, of those who saw cultivated meat framed as human food first, 46% said they would buy it, but of those who saw cultivated meat framed as pet food first, only 37% said they would buy it.
“As an industry, we need to first focus on framing cultivated meat as human food to gain wider acceptance,” ProVeg International senior project manager Mathilde Alexandre tells FoodIngredientsFirst.
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