In lieu of meat products, 33 percent of respondents said they were more likely to consume plant-based burgers. Consumers said they were more likely to eat veggie burgers if they weren’t genetically modified. Lab-grown meat ranked low in popularity among the consumers. Only 13 percent said they would cut back on meat in favor of cultured meat products.
Still, the response to Quorn’s attempt suggests the real barrier to an evolved future of meat consumption is marketing. Biologically speaking, tastes can change with enough exposure — it’s our expectations that don’t. Research shows that we typically have already made up our mind whether we’ll enjoy the taste of something based on our perception of it before we even put it in our mouth — which is, perhaps, why the most successful meatless meats today are the ones that are entirely plant-based — but look and taste like meat.
In vitro meat (IVM) grown from animal cells is approaching commercial viability. This technology could enable consumers to circumvent the ethical and environmental issues associated with meat-eating. However, consumer acceptance of IVM is uncertain, and is partly dependent on how the product is framed. This study investigated the effect of different names for IVM on measures of consumer acceptance.