Consumer acceptance will be crucial to the success of cellular agriculture. But will Europeans be willing to try and buy cultured products? This webinar will explore consumer acceptance of cultured meat in Europe, with a special focus on a study conducted in France and Germany, that ProVeg collaborated on.
We observed that provision of information and the tasting experience increased acceptance of cultured meat and that information on personal benefits of cultured meat increased acceptance more than information on quality and taste but not than societal benefits of cultured meat. Previous awareness of cultured meat was the best predictor of its acceptance. In contrast to previous studies, sex and social economic status were not associated with different acceptance rates.
Cell-based meat, or “clean” meat—real meat produced in labs—has not become a commercial product yet. But analysts expect it to hit the shelves in 2021 or soon thereafter, and start-ups in this space, such as Memphis Meats, have raised tens of millions of dollars. One 2018 survey found that a third of American consumers, along with half of Indian and two-thirds of Chinese consumers, would be “very or extremely likely” to purchase cell-based meat.