At a new restaurant in Tel Aviv called The Chicken, the chicken on the menu is grown from cells in a bioreactor in an adjacent pilot plant visible through a glass window. Diners don’t pay for their meals; instead, SuperMeat, the startup making the “cultured chicken” meat, is asking for feedback on its products, as it prepares for large-scale production of food that it thinks can transform the industry.
This study reports the results of a nationwide survey of more than 1800 U.S. consumers who completed a choice experiment in which they selected among conventional beef and three alternative burger patties, (lab-grown, plant-based with pea protein, and plant-based with animal-like protein) at different prices. Results from random parameter logit models indicate that, holding prices constant and conditional on choosing a food product, 72% chose farm-raised beef and 28% chose one of the alternatives: 16% plant-based (pea protein) meat alternative, 7% plant-based (animal-like protein) meat alternative, and 5% lab-grown meat. Adding brand names (Certified Angus Beef, Beyond Meat, Impossible Foods, and Memphis Meats) increased the share for choosing farm-raised beef to 80%.
“Starbucks’ commitment to add more plant-based ingredients to its menu is a new benchmark for large corporations,” said Dr. Patrick O. Brown, founder and CEO of Impossible Foods. Meatless mania heats up as Starbucks debuts Impossible breakfast sandwichMichael Kobori, chief sustainability officer at Starbucks, said this is part of the company’s sustainability initiatives and an effort to meet increasing customer demand for plant-based options.
With global seafood demand projected to rise over the coming decades and sustainable seafood production unable to keep pace, the opportunities for plant-based and cultivated seafood development and commercialization are endless. Join the Good Food Institute and Changing Tastes for a webinar on alternative seafood.
GFI will discuss the need for new seafood production systems and how plant-based and cultivated products can fill in the looming supply gaps. We will then discuss the current market landscape of both plant-based and cultivated seafood.
Changing Tastes will then explore the findings for their new, unprecedented study into what consumers and key buyers think we will be eating in the next 2-3 years. Their research explores what’s driving Americans to look away from the ocean to satisfy their appetites. With plant-based and cultivated seafood in focus, Changing Tastes will also look at what species and types of products will be most in-demand, where consumers will be buying them, what will be considered the most delicious choices in the near future, and how COVID19 has changed the market.
The product launch comes at a time when meat has been getting a lot more expensive. Prices for meat, fish, poultry and eggs rose 3.7% in May from April, according to the Bureau of Labor Statistics. Beef and veal prices were up 11%, the largest ever monthly increase. “We know that to be successful we have to win on taste, win on nutrition, and ultimately win on price,” he wrote. “If we can do those three things, we see tremendous opportunity to transition consumers from animal-based to plant-based meat.”
Cell-based meat (also known as cultured, cultivated, slaughter-free, cell-cultured, and clean meat) could be a common sight in supermarkets across the west in the next three years, according to the Institute of the Future in Palo Alto.
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.
“We believe that the key to bringing this technology to the world will be enabling more choice for consumers,” he tells Inverse. “Right now, the vast majority of meat consumed comes from just four or five animals. This is because we have developed the processes necessary to domesticate and process these particular animals on a mass scale. The question that we asked ourselves was: What are the odds that these animals contain the tastiest, most nutritionally rich food offerings?”