Attitudes to in vitro meat: A survey of potential consumers in the United States

Consumer Acceptance and Production of In Vitro Meat: A Review

In vitro meat (IVM) is a recent development in the production of sustainable food. The consumer perception of IVM has a strong impact on the commercial success of IVM. Hence this review examines existing studies related to consumer concerns, acceptance and uncertainty of IVM. This will help create better marketing strategies for IVM-producing companies in the future. In addition, IVM production is described in terms of the types of cells and culture conditions employed. The applications of self-organising, scaffolding, and 3D printing techniques to produce IVM are also discussed. As the conditions for IVM production are controlled and can be manipulated, it will be feasible to produce a chemically safe and disease-free meat with improved consumer acceptance on a sustainable basis.

Milk, Meat, and Fish From the Petri Dish—Which Attributes Would Make Cultured Proteins (Un)attractive and for Whom? Results From a Nordic Survey

Cultured meat, fish, or dairy produced in vitro are discussed as one of the most substantial disruptions the food sector might encounter in the coming decades. These cultured proteins are proposed as a potential solution to the detrimental effects industrial food farming and fishing have on the environment and animal welfare as they would allow people to continue consuming meat, fish, or dairy products while at the same time substantially reducing the burden for the planet. For most people, however, this technology is still unknown, and it is largely unclear how they position themselves toward it. This paper presents the results of a representative survey (N = 3,864) in three Nordic countries (Norway, Denmark, and Finland). After briefly introducing the technological background, respondents spontaneously assessed their general attitude toward cultured proteins, their willingness to try them, and the likelihood that changes in 24 features of cultured protein would improve the respondents' attitude toward cultured protein products. The results showed that people in the studied countries have a neutral to a slightly positive view of cultured protein products. More familiarity seems to improve acceptance. Males, younger people, and vegans/vegetarians are particularly positive. The anticipated attitude change profiles showed that meat-eating identity, social norms, environmental concern, and country yielded the clearest profile differences, whereas health identity, age, innovativeness, income, education, and gender have smaller effects. People on a vegan or vegetarian diet cared less about most of the positive and negative aspects of cultured proteins compared to meat-eaters, with the exception of environmental and ethical aspects.

A cross-country investigation of social image motivation and acceptance of lab-grown meat in Singapore and the United States

This research has three goals. First, it sets out to compare consumer acceptance of lab-grown meat in the U.S. and in Singapore. Second, it seeks to explain the difference in Americans' and Singaporeans' acceptance of lab-grown meat by examining their eating motivations. Specifically, we focused on social image motivations - the motivations to present oneself positively in social contexts. Third, this study also aims to assess if exposure to information about lab-grown meat communicated by celebrity versus expert social media influencers (SMIs) can impact people's acceptance of lab-grown meat products. Our analysis showed that Singaporean participants had greater acceptance of lab-grown meat compared to their American counterparts, and this cultural difference was explained by Singaporeans' stronger social image eating motivations. In other words, cross-country differences in motivation to eat for a favorable social image can explain differences in consumer acceptance of lab-grown meat. The Singaporean cultural trait of kiasuism, which is exemplified by the fear of losing out or being left behind, may explain Singaporeans' motivation to project an image of being 'trailblazers' (vis-a-vis other nationalities) by expressing a higher acceptance of novel foods such as lab-grown meat. Results also revealed that the information about lab-grown meat being communicated by a celebrity or an expert SMI did not make a difference in participants' acceptance of lab-grown meat in both countries. Together, this research suggests an interesting implication that novel food industries and marketers can promote product branding by boosting media coverage (including online social media) of their lab-grown products' 'firsts' (e.g., the first production line in the world, the first technological breakthrough), especially in markets with high social image concerns.

Acceptance of Cultured Meat in Germany-Application of an Extended Theory of Planned Behaviour

This study examines the willingness to consume a cultured meat burger in Germany. Based on the theory of planned behaviour (TPB), we assessed attitudes, perceived behavioural control, and subjective norms via an online questionnaire. Attitudes were operationalized in this research as general attitudes towards cultured meat and specific attitudes towards a cultured meat burger. Furthermore, the TPB was extended with nutritional-psychological variables including food (technology) neophobia, food disgust, sensation seeking, and green consumption values. In total, 58.4% of the participants reported being willing to consume a cultured meat burger. Using a path model, the extended TPB accounted for 77.8% of the variance in willingness to consume a cultured meat burger. All components of the TPB were significant predictors except general attitudes. The influence of general attitudes was completely mediated by specific attitudes. All nutritional-psychological variables influenced general attitudes. Food technology neophobia was the strongest negative, and green consumption values were the strongest positive predictor of general attitudes. Marketing strategies should therefore target the attitudes of consumers by encouraging the natural perception of cultured meat, using a less technological product name, enabling transparency about the production, and creating a dialogue about both the fears and the environmental benefits of the new technology.

Gene Ontology Groups and Signaling Pathways Regulating the Process of Avian Satellite Cell Differentiation

Modern science is becoming increasingly committed to environmentally friendly solutions, mitigating the impact of the developing human civilisation on the environment. One of the leading fields aimed at sustainable agriculture is in vitro meat production. Cellular agriculture aims to provide a source of animal-free meat products, which would decrease worldwide nutritional dependency on animal husbandry, thereby reducing the significant impact of this industry on Earth’s climate. However, while some studies successfully produced lab-based meat on a small scale, scalability of this approach requires significant optimisation of the methodology in order to ensure its viability on an industrial scale. One of the methodological promises of in vitro meat production is the application of cell suspension-based bioreactors. Hence, this study focused on a complex transcriptomic comparison of adherent undifferentiated, differentiated and suspension-cultured myosatellite cells, aiming to determine the effects of different culture methods on their transcriptome. Modern next-generation sequencing (RNAseq) was used to determine the levels of transcripts in the cultures’ cell samples. Then, differential expression and pathway analyses were performed using bionformatical methods. The significantly regulated pathways included: EIF2, mTOR, GP6, integrin and HIFα signalling. Differential regulation of gene expression, as well as significant enrichment and modulation of pathway activity, suggest that suspension culture potentially promotes the ex vivo-associated loss of physiological characteristics and gain of plasticity. Therefore, it seems that suspension cultures, often considered the desired method for in vitro meat production, require further investigation to fully elucidate their effect on myosatellite cells and, therefore, possibly enable their easier scalability to ensure suitability for industrial application.

Effect of informative claims on the attitude of Italian consumers towards cultured meat and relationship among variables used in an explicit approach

Cultured meat (CM) is a potential sustainable novel food. Consumers' attitude towards this product is currently under investigation but a direct comparison of the effect of different types of information on consumers' response to CM is lacking. This study aimed: 1. to compare the efficacy of different informative claims in improving attitude towards CM; 2. to verify the effect of previously studied variables on attitude towards CM. Four information types were compared (human safety; animal welfare; environmental impact; no additional information: control), each envisaging two additional claims ('Antibiotic-free' and 'Pathogen- and zoonosis-free' for human safety; 'No animal breeding' and 'No animal slaughtering' for animal welfare; '82-96% reduction of water consumption' and '99% reduction of soil usage' for environmental impact). The response variables were favour towards CM, willingness to try, willingness to purchase, and willingness to substitute traditional meat with CM. Data from 603 participants (61% females, 15-80 years old) randomly assigned to four blocks, each corresponding to one type of information, were analysed. Participants were uniform among blocks in terms of socio-demographic data, frequency of consumption of traditional meat, previous knowledge of CM, food neophobia, and disgust sensitivity. The type of information given to respondents improved favour and willingness to substitute compared to the control, without differences across blocks. The effects of the additional claims were comparable. Environmental claims unified respondents, while human safety and animal welfare claims were divisive for sex and age groups. Favour, willingness to try, willingness to purchase, and willingness to substitute were positively correlated (r 0.38-0.72) but the weak correlation between willingness to try and willingness to substitute indicates that being curious may not imply the modification of actual behaviour (traditional meat substitution). Response variables seemed not to be interchangeable. Females showed higher willingness to substitute CM to conventional meat if informed with claims related to human safety. Youngsters (under '30 years old), who are plausibly the real future target, showed higher favour towards CM if provided with information related to animal welfare and human safety. Production companies should carefully choose what additional information to provide, depending on the consumer target.

Join our team, change the world: edibility, producibility and food futures in cultured meat company recruitment videos

Cultured meat is a novel technology that uses tissue engineering to expand cells taken from animals to grow muscle for consumption as food. Those supporting the technology anticipate it could radically disrupt livestock farming with, they propose, significant benefits for the environment, human health, and animal wellbeing. This paper examines the emergence of this sector through the prism of one of the leading companies - Memphis Meats - in particular focusing upon their online recruitment activity in online videos. Founded in 2015, by 2020 they had announced investment of over $160 m to build a pilot-plant and recruit staff to bring cultured meat closer to commercialization. This paper argues the company's recruitment videos work to enact what I term "producibility", a concept aligned to existing work on "edibility", that emphasizes the process of becoming that foodstuff (included novel foodstuffs) undergo. I deploy existing theoretical work on multiple categories of futures - big/little, individual/institutional/field - to analyze Memphis Meats' online recruitment activity. I argue that, by entangling science and food futures, the company's videos work to assert the status and politics of cultured meat, render it producible and edible, and articulate a novel and transformative food-professional identity: the cultured meat producer.

Review of factors affecting consumer acceptance of cultured meat

Concerns about animal welfare and sustainable meat production are growing among consumers. The awareness of carbon emissions linked to livestock and ethical concerns have triggered interest in more sustainable meat alternatives, among which cultured meat (also known as laboratory grown meat) is a recent entry. Like any new food, the ultimate success of cultured meat depends on consumer acceptance. This study analyses the peer-reviewed literature on consumer attitudes towards cultured meat to synthesize the existing evidence and identify priorities for future research. A systematic literature review was undertaken using the Web of Science, Science Direct and Scopus databases over 2008-2020, resulting in a final number of 43 articles meeting our selection criteria. The most important factors influencing consumer acceptance/rejection of cultured meat include public awareness, perceived naturalness, and food-related risk perception. Ethical and environmental concerns prompted consumers to be willing to pay a premium price for purchasing meat substitutes, but not necessarily cultured meat. Also, food neophobia and uncertainties about safety and health seem to be important barriers to uptake of this technology. Availability of other alternatives such as plant-based meat substitutes and product features, such as price and sensory appeal, are considered determinants of consumer reception of this technology. The effect of demographic factors is mixed. More research on the interrelationships between livestock production, food security, and alternative meat products is recommended.

Application of cell culture technology and genetic engineering for production of future foods and crop improvement to strengthen food security

The growing population and the climate changes put a pressure on food production globally, therefore a fundamental transformation of food production is required. One approach to accelerate food production is application of modern biotechnology such as cell culture, marker assisted selection, and genetic engineering. Cell culture technology reduces the usage of arable land, while marker-assisted selection increases the genetic gain of crop breeding and genetic engineering enable to introduce a desired traits to crop. The cell culture technology has resulted in development of cultured meat, fungal biomass food (mycoprotein), and bioactive compounds from plant cell culture. Except cultured meat which recently begin to penetrate the market, the other products have been in the market for years. The marker-assisted selection and genetic engineering have contributed significantly to increase the resiliency against emerging pests and abiotic stresses. This review addresses diverse techniques of cell culture technology as well as advanced genetic engineering technology CRISPR Cas-9 and its application for crop improvement. The pros and cons of different techniques as well as the challenges and future perspective of application of modern biotechnology for strengthening food security are also discussed.

Brazilian Consumers' Attitudes towards So-Called "Cell-Based Meat"

The main goal of this online survey was to investigate the attitudes of Brazilians towards “cell-based meat”, which has become the subject of great scientific and media enthusiasm. The answers of 4471 respondents concluded that 46.6% of them thought “cell-based meat” was promising and acceptable. More than 66% would be willing to try this novel product compared to 23% who expressed reluctance to do so. Nearly 40% of the total respondents did not want to eat “cell-based meat” regularly at all, whereas 29%, 43.2%, and 39.9% were willing to eat it regularly in restaurants, at home, and/or in ready-made meals, respectively. However, the majority of respondents (71%) were keen to pay much less for “cell-based meat” than conventionally produced meat (or even nothing at all), compared to 24.3% who were willing to pay the same price as conventional meat, whereas only 4.8% were willing to pay more. Approximately 51% of them considered that “cell-based meat” should not be called “meat” for marketing purposes. Job, monthly income, age, and gender were major factors impacting consumer acceptance. Meat professionals and consumers with higher incomes were less willing to eat “cell-based meat” regularly. Women (especially younger women) were the most concerned about the ethical and environmental issues related to meat production and were the most convinced that reducing meat consumption could be a good solution to the meat industry’s problems. Respondents who did not accept “cell-based meat” and did not eat meat substitutes had a negative attitude to this novel food (they considered it absurd and/or disgusting) and did not believe that “cell-based meat” should be called “meat” for marketing purposes. In contrast, the people who thought that “cell-based meat” could be called “meat” perceived it in a rather positive way. These results are important for consumers of meat and meat substitutes and for companies aiming to enter the potential future Brazilian market of “cell-based meat”.

South African Consumer Adoption of Plant-Based and Cultivated Meat: A Segmentation Study

The purpose of this study was to assess the likelihood of consumer adoption of plant-based and cultivated meat in South Africa as a pathway to a healthy, sustainable, and equitable food supply. We recruited a large sample of South Africans representative across age (18–61), gender, race, and income to participate in an online survey. Participants responded to a range of measures including adoption indicators, estimated yearly intake, motivators for purchasing, desired product characteristics, preferred species, and sociodemographics. We found a high degree of openness to both products. For plant-based meat, 67% were highly likely to try and 59% were highly likely to purchase. For cultivated meat, 60% were highly likely to try and 53% were highly likely to purchase. The highest acceptance was amongst the younger generations: 60% of born-frees, 62% of millennials, and 53% of Gen X were highly likely to purchase plant-based meat and 55% of born-frees, 55% of millennials, and 46% of Gen X were highly likely to purchase cultivated meat. For the general population, we observed that future meat intake was estimated to be split equally among the three meat categories (conventional, cultivated, and plant-based). We found early adopters (those highly likely to purchase) to be quite similar in attitudinal and sociodemographic characteristics in comparison to the general population. The study findings suggest that both plant-based and cultivated meat could be viable market-based options for improving the food system in South Africa, as consumers across all segments of society, and especially amongst the younger population, indicated broad acceptance.

Stated Preferences for Plant-Based and Cultured Meat: A Choice Experiment Study of Spanish Consumers

Meat production and consumption have been claimed to have negative impacts on the environment, and even on the consumer’s health. In this sense, alternative sources of protein, mainly meat substitutes and cultured meat, have emerged due to those perceived negative effects. Our paper carries out a choice experiment to analyze the preferences of 444 Spanish consumers and their willingness to pay for plant-based and cultured meats, as compared to conventional meat. Spain was considered of interest for this study due to its significant gastronomic culture, with high-quality meat products that make a great contribution to the economy, meaning that this could be a suitable and also challenging market in which to test alternative sources of protein. The findings show that consumers’ motivations and their interactions with these products are complex. Additionally, a cluster analysis allowed us to identify three types of consumers in terms of preference for these products: price-sensitive millennials, conscious/concerned consumers, and indifferent consumers. Only one group showed some level of acceptance of these alternative products meats.

Are There Lessons from India about the Management of Cattle? A Review of 'Cow Care in Hindu Animal Ethics' by Kenneth R. Valpey

Cows are divine beings in Indian culture, a philosophy that is an important part of the Hindu faith. Although shared with other non-human animals, the focus on cows is well established in historical literature and is currently growing with a pattern of cow vigilantism in the country to try to enforce ethical standards in cattle keeping systems. The Indian attitudes to cows are considered in a new book by Kenneth Valpey, 'Cow Care in Hindu Animal Ethics'. The content is highly relevant today, at a time when cattle farming is the subject of widespread concern in the West as a result of their contribution to environmental pollution; wasteful use of resources; and ethically questionable practices, such as male calf slaughter, reproduction control, and poor cow welfare. The contrast with systems predominating in the West, where cattle are essentially commodities from which products are obtained, is considered in this review of Valpey's book. The development of a cow care culture, in which only cow milk surplus to her calf's requirements is used for human consumption and cows are allowed to live out their natural life, is advocated. Whilst such a philosophy could usefully improve cattle care on a broad scale, the logical conclusion of extending human style citizenship to cows is that either human consumption of cattle products must reduce or more resources must be devoted to cows at the expense of other animals, including humans. There is evidence of the former, with a substitution of chicken meat for beef on a broad scale, and the prospect of laboratory-grown meat in the near future. In a small number of countries, meat consumption is already declining. These changes, coupled with a greater attention to cattle welfare practices, could herald a more ethical commensal relationship between cattle and humans in the future.

Consumers’ Perception of In-Vitro Meat in New Zealand Using the Theory of Planned Behaviour Model

The purpose of this study was to investigate the perception of in-vitro meat (IVM) among New Zealand consumers and to understand their purchase and consumption behaviour using the Theory of Planned Behaviour framework developed in this study. An online survey questionnaire was created using the Qualtrics software to understand the perception of IVM, based on the conceptual framework. Participants (n = 206) were recruited in this survey, and the data collected were subjected to PLS-PM analysis. The conceptual framework was tested for validity, and Goodness of fit (GoF). The internal validity was assessed using Cronbach’s alpha, KMO value, inter-item correlation values (β-coefficients) and p-values. The findings suggest that variables such as environment and sustainability, health and safety, as well as current purchase and consumption behaviour have a strong relationship and a robust effect on IVM purchase and consumption behaviour. Consumers’ cultural beliefs had minimal influence on IVM purchase likelihood. Results in this study also indicated that most New Zealand consumers had neutral opinions in terms of engaging with IVM.

Don't Have a Cow, Man: Consumer Acceptance of Animal-Free Dairy Products in Five Countries

Concern with the ethical, environmental and health consequences of the livestock industry is pushing the growth of a sector of animal-free alternatives. Advancing research is allowing these products to increasingly deliver experiences on a par with and beyond the products they originally sought to emulate, but widespread consumer adoption has not yet been realised. This research surveyed 5,054 individuals from Brazil, Germany, India, the UK and the USA, examining the nature and extent of acceptance of dairy products derived from precision fermentation, one of the three main pillars of alternative proteins. We find substantial consumer acceptance across countries for these products, animal-free dairy cheese, seeing 78.8% of consumers as probably or definitely likely to try such a product, with 70.5% probably or definitely likely to buy, substantially higher than previous research has found for cultivated meat products. Consumers anticipated animal-free dairy cheese to be significantly more tasty than current vegan cheese products, and just as tasty and safe as basic animal-derived cheese while rating it as significantly more ethical and environmentally friendly. Multiple linear regression revealed that within dietary identifiers, vegetarianism and veganism were strong predictors of willingness to buy but flexitarianism showed the strongest predictive power for willingness to buy. Of all variables, the strongest predictor of willingness to buy was current level of cheese consumption. Further regressions revealed that taste perception was key to driving purchase intent across all countries. The implications of these results for the development of the animal-free dairy sector are discussed.

The Epic of In Vitro Meat Production-A Fiction into Reality

Due to a proportionally increasing population and food demands, the food industry has come up with wide innovations, opportunities, and possibilities to manufacture meat under in vitro conditions. The amalgamation of cell culture and tissue engineering has been the base idea for the development of the synthetic meat, and this has been proposed to be a pivotal study for a futuristic muscle development program in the medical field. With improved microbial and chemical advancements, in vitro meat matched the conventional meat and is proposed to be eco-friendly, healthy, nutrient rich, and ethical. Despite the success, there are several challenges associated with the utilization of materials in synthetic meat manufacture, which demands regulatory and safety assessment systems to manage the risks associated with the production of cultured meat. The role of 3D bioprinting meat analogues enables a better nutritional profile and sensorial values. The integration of nanosensors in the bioprocess of culture meat eased the quality assessment throughout the food supply chain and management. Multidisciplinary approaches such as mathematical modelling, computer fluid dynamics, and biophotonics coupled with tissue engineering will be promising aspects to envisage the future prospective of this technology and make it available to the public at economically feasible rates.

No Way, That's Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives

Two prominently discussed sustainable food alternatives—lab-meat and edible insects—elicit disgust among consumers, thereby preventing acceptance. While providing prospective consumers with more information on, for instance, the environmental benefits of lab-meat has shown some success in increasing consumer acceptance, we argue that the disgust response—the main barrier to the societal acceptance of these foods—is not addressed. This is, we argue, because disgust is not the result of misperceptions (e.g., edible insects carry diseases) and thus unlikely to be overcome by information alone. Building on the latest insights into the social origins of disgust, this manuscript reviews an alternative strategy to foster the broader acceptance of sustainable food alternatives that currently elicit disgust. Specifically, we explain why and how public exposure could be a promising avenue for marketers to reduce consumers’ disgust response and thus increase the acceptance of sustainable food alternatives.

US and UK Consumer Adoption of Cultivated Meat: A Segmentation Study

Despite growing evidence of the environmental and public health threats posed by today's intensive animal production, consumers in the west remain largely attached to meat. Cultivated meat offers a way to grow meat directly from cells, circumventing these issues as well as the use of animals altogether. The aim of this study was to assess the overall consumer markets and a range of preferences around cultivated meat in the US and the UK relating to nomenclature, genetic modification, health enhancements, and other features. To this end, we recruited large representative samples to participate in an online survey about cultivated meat, and subsequently analyzed segments (a) in the early majority population (guided by the Diffusion of Innovations Model), (b) by generation, and (c) in the general population. Our findings showed a high level of openness (80%) in both the US and UK populations, with 40% somewhat or moderately likely to try and 40% highly likely to try. Younger generations had the greatest openness: 88% of Gen Z, 85% of Millennials, 77% of Gen X, and 72% of Baby Boomers were at least somewhat open to trying cultivated meat. All segments envisioned cultivated meat to be nearly half of their total meat intake. Findings show that consumers prefer the terms 'cultured' and 'cultivated' over 'cell-based' and 'cell-cultured' for use in a social context and on packages, even though they perceive these terms as less descriptive. The most important on-package label was one indicating government assurances, and participants preferred non-GM products over GM products. We also found that US consumers prefer nutritionally superior meat over nutritionally equivalent meat. We discuss implications for product development, messaging, and understanding the likely adoption path of this food innovation.

Analyzing the importance of attributes for Brazilian consumers to replace conventional beef with cultured meat

Cultured meat has been proposed as an alternative source of protein to overcome the environmental and ethical problems associated with conventional meat production. However, the lack of consumers’ acceptance could be a major barrier to the introduction of cultured meat on a large scale. Despite Brazil being one of the countries that consumes the most meat per capita, little is known about Brazilian consumers’ preferences for alternative meat. The objective of this study is to identify which attributes influence consumers to possibly replace conventional beef meat with cultured meat in Brazil. An online survey was conducted, and Best-worst scaling methodology was applied to a sample of 225 consumers. The sampling leaned towards educated and employed residents of the southeast region of Brazil, which might not fully represent the Brazilian population. Despite limitations in terms of the sampling demographic, overall, Brazilians appear to be willing to consume cultured meat: 80.9% of the sample would be willing to try it, 61.3% would be willing to eat it regularly, and 56.9% would be willing to eat cultured meat as a replacement for conventionally produced beef. Despite the focus of this study being on attributes of a hypothetical product that is not commercially available, which might pose difficulty to consumers to predict their future consumption behavior, results show that the most important attributes influencing consumers to possibly replace conventional beef meat by cultured meat in Brazil are anticipated risk of zoonotic diseases, anticipated healthiness and anticipated food safety conditions. Attributes related to benefits at a global societal level and intrinsic characteristics of cultured meat were less important.

Panorama and ambiguities of cultured meat: an integrative approach

The purpose of this research was to identify, through a systematic review of the literature, the strengths, weaknesses, threats and opportunities of the production and commercialization of cultured meat, as well as to analyze the challenges to be faced by this new food biotechnology. For this, we analyzed 194 manuscripts published in the Scopus and Web of Science databases that dealt with cultured meat under the perspective of cellular agriculture, employing several nomenclatures. The results indicate that there is still no consensus in the literature about the strengths, weaknesses, threats and opportunities of cultured meat, which constitutes an emerging, multifaceted, and encouraging field of study, and a series of inferences have been made that provide insights into the knowledge analyzed. Finally, we propose an analytical model that combines sub-scenarios from which it becomes possible to understand and anticipate the direction of this new food biotechnology.

Public Attitudes and Willingness to Pay for Cultured Meat: A Cross-Sectional Experimental Study

Previous research has suggested that the general public is divided over their willingness to consider consuming cultured meat (CM) products. As commercial backing for cultured meat startups increases and the public interest in the US, Europe, and developing countries expands, formally evaluating attitudes to these products will become increasingly important. Willingness to pay (WTP) may provide insight into the level of acceptability of CM products, highlight latent societal preferences, and suggest commercial opportunities. To date, no studies have evaluated the societal WTP for CM products. A cross-sectional internet-based survey was distributed to 300 respondents in the US general population using a survey panel design. The mean age was 30 (range: 18–76), and 47% of respondents were male. We presented respondents with a series of scenarios relating to CM products, framing CM burgers as environmentally friendly vs. as a better alternative to traditional burgers. Prior research has highlighted taste and price as areas of societal concern, but no studies have rigorously evaluated the intersection between these considerations. When CM products were framed as being equivalent in taste to conventional meat, and where their environmental benefits were stressed, respondents were willing to pay significantly more than for a traditional burger ($2.11 vs. $1.00). This WTP jumped to $2.66 when framing the CM burger as the best burger, reflecting a 266% premium that consumers were willing to pay for an appropriately framed CM burger. Framing CM burgers as a better alternative to traditional burgers, rather than focusing on their environmental impact, similarly led to the highest desirability ratings. These preferences were also reflected in a contingent valuation discrete choice experiment examining preferences for paying $1 for a traditional burger vs. $2 for a CM burger. These findings support our hypothesis regarding the existence of what we term the gold-standard bias, a cognitive bias that systematically favors a product or service framed as the best available choice over and above its marginal benefit, and has significant and broad implications for feasibility, pricing, and marketing, suggesting the need for further research in this area.

Alternative proteins, evolving attitudes: Comparing consumer attitudes to plant-based and cultured meat in Belgium in two consecutive years

Alternatives to conventional meat are considered an increasingly important tool in the drive to reduce consumption of animal products for environmental, public health and ethical reasons. We present two waves of a cross-sectional survey from a nationally representative sample in Belgium in 2019 (n = 1001) and 2020 (n = 1000). Participants answered questions online about their diets, attitudes towards existing plant-based meat alternatives, and attitudes towards cultured meat (grown from animal cells). We find that the proportion of Belgian consumers who said existing plant-based meat alternatives met their needs increased significantly from 44% in 2019 to 51% in 2020. We also find a significant increase in concern for issues related to animal agriculture, in particular the environment. We found no significant change in attitudes towards cultured meat between the two waves; in both 2019 and 2020, 39.3% of Belgian consumers said they would buy cultured meat. Regression analyses revealed that plant-based alternatives were more appealing to women and those with vegetarian diets, whilst cultured meat was more appealing to men. Overall, just 11.2% of consumers are both unsatisfied with existing meat alternatives and unwilling to buy cultured meat, while 43.2% of respondents were positive towards either plant-based or cultured meat, but not both, highlighting the need for a variety of alternative proteins in the market. Both cultured meat and plant-based meat were more appealing to younger consumers and those in the northern, predominantly Dutch-speaking region of Flanders. We discuss the implications of these findings for researchers and those seeking to strategically displace demand for animal products.

Chinese Consumers' Attitudes and Potential Acceptance toward Artificial Meat

The interest for artificial meat has recently expanded. However, from the literature, perception of artificial meat in China is not well known. A survey was thus carried out to investigate Chinese attitudes toward artificial meat. The answers of 4666 respondents concluded that 19.9% and 9.6% of them were definitely willing and unwilling to try artificial meat respectively, whereas 47.2% were not willing to eat it regularly, and 87.2% were willing to pay less for it compared to conventional meat. Finally, 52.9% of them will accept artificial meat as an alternative to conventional meat. Emotional resistance such as the perception of "absurdity or disgusting" would lead to no willingness to eat artificial meat regularly. The main concerns were related to safety and unnaturalness, but less to ethical and environmental issues as in Western countries. Nearly half of the respondents would like artificial meat to be safe, tasty, and nutritional. Whereas these expectations have low effects on willingness to try, they may induce consumers' rejection to eat artificial meat regularly, underlying the weak relationship between wishes to try and to eat regularly. Thus, potential acceptance of artificial meat in China depends on Chinese catering culture, perception of food and traditional philosophy.

Cultured Meat: Promises and Challenges

Cultured meat involves producing meat from animal cells, not from slaughtered animals. This innovation has the potential to revolutionize the meat industry, with wide implications for the environment, health and animal welfare. The main purpose of this paper is to stimulate some economic research on cultured meat. In particular, this paper includes a prospective discussion on the demand and supply of cultured meat. It also discusses some early results on the environmental impacts of cultured meat, emphasizing the promises (e.g., regarding the reduction in land use) but also the uncertainties. It then argues that cultured meat is a moral improvement compared to conventional meat. Finally, it discusses some regulatory issues, and the need for more public support to the innovation.

A Critical Appraisal of the Evidence Supporting Consumer Motivations for Alternative Proteins

Alternative proteins are receiving increased global attention. This burgeoning interest in plants (especially plant-based meat alternatives), insects, algae, and cultured meat has been attributed to their reported health benefits, lower environmental impact and improved animal welfare compared to conventional animal-based meat. Food producers and the media are promoting acceptance of these products, claiming superior nutritional, environmental and ethical credentials and a desirable novel sensory experience. However, the evidence supporting these claims remains unclear. In this review, we summarise the main evidence underlying the nutritional, sensorial, economical, ethical, and environmental reasons reported for the rise in consumer demand for alternative proteins. We found many of these reasons to lack a strong evidence base. For instance, evidence is emerging for the nutritional benefits of plant-based meat alternatives, but present claims are largely based on established evidence for plant-based diets. Significant research gaps remain, especially longitudinal evidence on the sustained effects of replacing conventional animal-based proteins with alternative sources. For many alternative proteins, challenges exist in achieving desirable sensory properties akin to animal-based meat to promote their acceptance by consumers. Overall, fundamental shifts in the food system are required to create a culture in which healthful and sustainable food choices are the norm.

Stem cells-derived in vitro meat: from petri dish to dinner plate

Sustainable food supply to the world is possibly the greatest challenge that human civilization has ever faced. Among animal sourced foods, meat plays a starring role in human food chain. Traditional meat production necessitates high proportion of agricultural land, energy and clean water for rearing meat-producing animals; also massive emission of greenhouse gases from the unutilized nutrients of the digestive process into the environment is a major challenge to the world. Also, conventional meat production is associated with evolution and spread of superbugs and zoonotic infections. In vitro meat has the potential to provide a healthy alternative nutritious meal and to avoid the issues associated with animal slaughtering and environmental effects. Stem cell technology may provide a fascinating approach to produce meat in an animal-free environment. Theoretically, in vitro meat can supplement the meat produced by culling the animals and satisfy the global demand. This article highlights the necessity and potential of stem cell-derived in vitro meat as an alternative source of animal protein vis-a-vis the constraints of conventional approaches of meat production.

Plant-based and cell-based approaches to meat production

Advances in farming technology and intensification of animal agriculture increase the cost-efficiency and production volume of meat. Thus, in developed nations, meat is relatively inexpensive and accessible. While beneficial for consumer satisfaction, intensive meat production inflicts negative externalities on public health, the environment and animal welfare. In response, groups within academia and industry are working to improve the sensory characteristics of plant-based meat and pursuing nascent approaches through cellular agriculture methodology (i.e., cell-based meat). Here we detail the benefits and challenges of plant-based and cell-based meat alternatives with regard to production efficiency, product characteristics and impact categories.

Understanding opposition to human gene editing A role for pathogen disgust sensitivity?

Recent advances in gene editing technology promise much for medical advances and human well-being. However, in parallel domains, there have been objections to the use of such biotechnologies. Moreover, the psychological factors that govern the willingness to use gene editing technology have been underexplored to date. In this registered report, we sought to test whether pathogen disgust sensitivity is linked with opposition to gene editing. U.K.-based adult participants (N = 347) were recruited to this study. Gene editing attitudes reflected two largely distinct latent factors concerning enhancing human traits and treating medical disorders. In contrast to prediction, pathogen disgust sensitivity was related to greater support for gene editing in both of these domains. This result suggests that gene editing, at least in the current study, is not viewed as pathogenic, or that the perceived benefits of gene editing outweigh any perceived pathogen risk.

Cell-Based Meat and Firms’ Environmental Strategies: New Rationales as per Available Literature

Higher demand for meat production and limited inputs, as well as environmental and animal ethics issues, are bringing alternative protein sources to the market, such as cell-based meat (CBM), i.e., meat produced through cell culturing, without involving animal raising and killing. Although the potential social and environmental benefits of the technology have been recently addressed in the blossoming CBM literature, little has been discussed about the possible implications for the environmental strategies of firms that are entering the new cell-based production chain. Thus, drawing on the theoretical framework of competitive environmental strategies and a systematic review of the literature, we discuss prospects for cell-based meat regarding the possible adoption of environmental strategies by firms that are entering the CBM chain. The technology may be considered a potential means for mitigating most of the environmental impacts of large-scale meat production, e.g., extensive land use and greenhouse gas emissions. We discuss how such benefits and consumer attitudes towards cultivated meat could encourage the adoption of environmental strategies by firms, and the roles that value chain firms are likely to play in those strategies in the future.

Critical Perspective of Animal Production Specialists on Cell-Based Meat in Brazil: From Bottleneck to Best Scenarios

Simple Summary

The opinion of professionals involved in animal production is very important to the development of the emerging cell-based meat chain. This paper aims to analyse the perspective of Brazilian veterinarians and animal scientists regarding cell-based meat—women, veterinarians, vegetarians and vegans were more supportive of cell-based meat. The resistance expressed by the professionals seems related to a lack of knowledge and the association of cultivated meat with artificiality, which has a negative connotation. Therefore, higher education and motivation of veterinarians and animal scientists may mitigate the resistance and help these professionals to engage in this new chain for the benefit of the professionals themselves, society, the animals involved and the environment.

Abstract

Recently, many studies regarding consumer perception of cell-based meat have been published. However, the opinion of the professionals involved in animal production also seems relevant. In particular, veterinarians and animal scientists may be important players in the new cell-based meat production, acting as proponents or barriers to this major improvement for farm animal welfare. Therefore, our aim is to analyse the knowledge and perspective of Brazilian veterinarians and animal scientists regarding cell-based meat. Veterinarians (76.8%; 209/272) and animal scientists (23.2%; 63/272) responded to an online survey. Logistic regression, latent class and logit models were used to evaluate objective answers, and the Discourse of the Collective Subject method was used to interpret open-ended answers. Specialists who were women (62.5%; 170/272), veterinarians (76.8%; 209/272), vegetarians (7.0%; 19/272) and vegans (1.1%; 3/272) were more supportive of cell-based meat. Lack of knowledge and the connection with artificiality, the most frequent spontaneous word associated with cell-based meat by all respondents, were the main negative points highlighted. Thus, it seems fundamental to offer higher education to veterinarians and animal scientists regarding cell-based meat, since engaging them with this novel technology may mitigate both the resistance and its negative consequences for the professionals, society, the animals involved and the environment.

What does it mean to say that cultured meat is unnatural?

Cultured meat offers a potential alternative to factory farming and its associated problems. Despite this, public opinion about cultured meat is mixed. One concern cited by many potential consumers is that cultured meat is "unnatural". Although there has been much interest in this perspective, there has been virtually no research exploring the psychological factors that motivate this view. The current study (N = 904) examines the beliefs, worldviews, and attitudes associated with the conclusion that cultured meat is unnatural. We found little evidence that naturalness perceptions flowed from a process of analytic reasoning; rather, ratings of unnaturalness appear to be grounded in affective mechanisms such as disgust and fear. This suggests that acceptance strategies that target analytic processing (e.g. information) may have limited success, which has indeed been the case with the strategies tested to date. Our findings are informative for research programs and cultured meat marketing strategies going forward.

Cultured Meat and Australia's Generation Z

This exploratory study of Gen Z consumers (n = 227) examines perceptions and opinions about cultured meat of young adults residing in Sydney, Australia. It uses an online survey and describes the findings quantitatively and through the words of the study participants. The results show that the majority (72%) of the participants are not ready to accept cultured meat; nonetheless, many think that it is a viable idea because of the need to transition to more sustainable food options and improve animal welfare. When faced with a choice between different alternatives to farmed meat, a third of the participants reject cultured meat and edible insects but accept plant-based substitutes finding them more natural. Concerns about masculinity and betraying Australia as a country of quality animal meat are also raised. A significant number of young people (28%) however are prepared to try cultured meat. Environmental and health concerns may influence a broader section of society to embrace this novelty. With its power as the emerging new consumers, Gen Z is putting the future of cultured meat under scrutiny.

Analysis of Scientific and Press Articles Related to Cultured Meat for a Better Understanding of Its Perception

Cultured meat is presented by its advocates as a good alternative for consumers who want to be more ethically minded but who do not wish to change their diet. This novel food has become an emerging topic in both the scientific field and the press media. From a bibliometric analysis of scientific publications and on a sociometric analysis of the mainstream press, the aim of this study was to identify potential differences between the scientific view and the public perception. This research analyzed the publications indexed by SCI-EXPANDED in the Web of Science Core Collection database owned by Clarivate Analytics, for scientific literature analysis, and indexed by the Factiva database, for the press media. A total of 327 scientific publications were analyzed according to year of publication and country and institution of origin, also including coauthorships, co-citations, and scientific fields' and journals' networks. A knowledge mapping using VOSviewer was used to study the literature in the field. Based on Factiva, 12,900 press articles dealing with artificial meat, mainly in English, have been found through public databases. The main conclusion is that cultured meat is mainly developing in the USA and the UK, with other countries, such as China, observing the trend for potential future applications. Scientific articles seemed initially to focus mainly on technical aspects of artificial meat and more recently on health value, consumer's acceptance, and sustainability. However, the potential environment-friendly effects of this novel food are more and more studied or described in scientific or press articles.

European Markets for Cultured Meat: A Comparison of Germany and France

The negative impacts of meat consumption for animals, the environment, and human health are more pressing than ever. Although some evidence points to an ongoing reduction in meat consumption in Europe, consumers are overall unwilling to cut their meat consumption in a substantial way. The present study investigates dietary identities and perceptions of cultured meat in nationally representative samples from Germany (n = 1000) and France (n = 1000). Participants were recruited through an Ipsos panel to answer an online survey, which included questions about their current and intended consumption of conventional meat, as well as questions about their opinions of cultured meat. We find that, whilst rates of vegetarianism were relatively low in France, unrestricted meat-eaters were a minority in Germany, and concern for animal welfare was the most common reason given for meat reduction. Substantial markets for cultured meat exist in both countries, although German consumers are significantly more open to the concept than the French. Strikingly, cultured meat acceptance is significantly higher amongst agricultural and meat workers, indicating that those who are closest to existing meat production methods are most likely to prefer alternatives. We found some evidence that pro-cultured meat messages, which focus on antibiotic resistance and food safety, are significantly more persuasive than those that focus on animals or the environment. Furthermore, consumers project that they would be significantly more likely to consume cultured meat that does not contain genetically modified ingredients. Overall, we find substantially large markets for cultured meat in Germany and France, and identify some potential ways to further increase acceptance in these markets. We conclude by highlighting the most promising markets for cultured meat, and highlighting a lack of antibiotics as a potentially persuasive message about cultured meat.

Uncoupling Meat From Animal Slaughter and Its Impacts on Human-Animal Relationships

Slaughter sets the debate about what is acceptable to do to animals at an extremely low bar. Recently, there has been considerable investment in developing cell-based meat, an alternative meat production process that does not require the raising and slaughtering of animals, instead using muscle cells cultivated in a bioreactor. We discuss the animal ethics impacts of cell-based and plant-based meat on human-animal interactions from animal welfare and rights perspectives, focusing on industrial meat production scenarios. Our hypothesis is that the insertion of cell-based meat in the global meat market may alleviate farm animal suffering and potentially restore resources for wild fauna. We employed a conservative estimation of the cell-based meat contribution to the global meat market in the year 2040 to analyze the consequences for human-animal relationships for both wild animals and farmed domesticated animals. We discuss possible effects of an animal cell domestication process, previously described as the second domestication, on human-animal relationships. We consider its potential to reduce the impact of human demographic changes and land use on animal life, in particular whether there would be increased biomass availability and free land for wild animals. We anticipate a major reduction in animal suffering due to the decrease in the number of individual animals involved in food production, which justifies the adoption of cell-based meat from a utilitarian perspective. For the conventional animal food production that remains, further consideration is needed to understand which systems, either high or low welfare, will be retained and the impact of the innovation on the average farm animal welfare. Additionally, it seems likely that there will be less acceptance of the necessity of animal suffering in farming systems when meat production is uncoupled from animal raising and slaughter, supported by a deontological perspective of animal ethics. Consequent to this is anticipated the mitigation of relevant barriers to animal protection and to the recognition of animals as subjects by legislation. Thus, the development of the alternative meats may be related to a significant change in our relationship with non-human animals, with greater benefits than the prima facie effects on farm animals.