Consumer behavior towards cultured meat: A review since 2014

Cognitive regulation of alternative proteins: Positive reappraisal enhances wanting for insects, plant-based meat analogies, cultured meat, and algae

Alternative proteins have attracted increasing attention from researchers and industry. Generally, consumers exhibit reluctance toward accepting alternative proteins. However, the potential of cognitive strategies to enhance consumer acceptance of alternative proteins remains unclear. Drawing on the literature on emotion regulation, we investigated whether emotion-regulation strategies, particularly positive cognitive reappraisal, could increase positive emotions and the wanting for alternative proteins. Across two pre-registered studies, our findings revealed that positive cognitive reappraisal significantly increased the wanting for various alternative proteins, including insects, plant-based meat analogs, cultured meat, and algae compared with considering the alternative proteins. Additionally, an increase in the wanting for alternative proteins was mediated by an increase in positive emotional responses. In other words, positive cognitive reappraisal (versus looking at alternative proteins) enhances positive emotional responses to alternative proteins, which in turn enhances wanting for alternative proteins. These findings reveal the role of cognitive strategies in enhancing consumer acceptance of alternative proteins and suggest that interventions focusing on positive cognitive reappraisal could effectively increase consumer acceptance of alternative proteins.

The role of conventional meat unnaturalness in cultured meat acceptance: A test of holistic mindset

The eventual reality of a cultured meat market is increasingly uncertain, primarily due to low consumer acceptance levels influenced by perceptions of unnaturalness towards cultured meat. Previous research has shown limited success in increasing acceptance through naturalness messages. In this research, we employ a counter-messaging strategy that highlights the unnaturalness of conventional meat and show that it is effective at increasing willingness to try cultured meat among a particular consumer segment. Across two experimental studies, we show that this counter-messaging strategy is successful at increasing willingness to try cultured meat among holistic mindset consumers-i.e., those holding beliefs to the effect that considering the whole is fundamental to understanding the parts of a phenomenon. We establish this effect by both measuring (Study 1) and priming (Study 2) analytic-holistic mindset and also establish the mechanism driving this interactive effect (Study 2): positively-valenced feelings. Our findings are informative theoretically, extending mindset and counter-messaging theory to the context of cultured meat and, practically, offering crucial pointers to stakeholders interested in the promotion of cultured meat.

Changing Our Food Habits One Bite at a Time: Exploring Young Flexitarians in a Country with a High Meat Intake

Flexitarian diets have gained attention for their potential positive impact on human health and greenhouse gas emissions reduction. However, a critical question remains: Can the segment of flexitarians significantly contribute to necessary changes in our current unsustainable food systems? Our study addresses this gap by examining meat consumption habits among young adults (n = 1023) in a country with traditionally high meat intake. Furthermore, we focus on a subset of flexitarians (n = 286). Our findings reveal two distinct groups of flexitarians: ethical (n1 = 140) and utilitarian (n2 = 148). Utilitarian flexitarians exhibit a stronger preference for meat (t(284)= -15.180, p < 0.001), greater food neophobia (t(284) = -4.785, p < 0.001), and lower environmental awareness (t(284) = 7.486, p < 0.001) compared to Ethical flexitarians. The Ethical group, predominantly female (χ2(1) = 13.366, p < 0.001), demonstrates higher life satisfaction (t(284) = 5.485, p < 0.001), better health perceptions (t(284) = 5.127, p < 0.001), and stronger beliefs in reducing meat consumption (t(284) = -8.968, p < 0.001). Additionally, Ethical flexitarians hold more positive views on plant-based meat, perceiving it as healthier (t(284) = 4.326, p < 0.001) and more ethical (t(284) = 4.942, p < 0.001), and show a greater willingness to adopt it (t(284) = 7.623, p < 0.001). While both groups possess similar knowledge and willingness regarding cultured meat and insects, Ethical flexitarians view cultured meat more favourably (t(250.976) = 2.964, p = 0.003). Our study provides insights into the evolving trends of flexitarianism within Central and Eastern European countries, where research on meat consumption and flexitarianism is scarce. These insights hold value for promoting behaviour change toward reduced meat consumption for both health and environmental reasons. Additionally, they offer guidance to the food industry, including producers, sellers, and providers of meals in educational and employment facilities.

Age matters: The effect of regret and loss aversion on cultured meat acceptance

Cultured meat shows great promise as a more sustainable alternative to conventional meat consumption. However, consumer acceptance of cultured meat remains a great challenge as studies indicate a general reluctance to adopt this product. Notably, while existing literature has provided various factors influencing consumer acceptance of cultured meat, there is a limited focus on the use of affective cues. The present research examines the impact of regret appeal on consumers' willingness to try cultured meat. In two experimental studies, the authors investigate (1) the interactive effect between regret and age on willingness to try cultured meat, and (2) the role of loss aversion as a mediating factor between regret and willingness to try cultured meat. The results demonstrate the effectiveness of regret appeal in increasing consumers' willingness to try cultured meat, particularly among older populations. This is because older populations exhibit higher levels of loss aversion. The present study is the first to shed light on the interactive effect of regret and age in influencing sustainable product acceptance. Furthermore, the study establishes the first empirical evidence to demonstrate that loss aversion is a valid self-regulating strategy adopted to cope with the feeling of regret in a consumption context.

Determinants of Consumers' Acceptance and Adoption of Novel Food in View of More Resilient and Sustainable Food Systems in the EU: A Systematic Literature Review

This review article aims to provide an up-to-date overview of the main determinants of consumers' acceptance of novel foods (new foods and ingredients) in the EU with emphasis on product's intrinsic properties (sensory characteristics) and individual factors (socio-demographics, perceptive, psychological) by adopting a systematic approach following the PRISMA methodology. Case studies on terrestrial (i.e., insects, cultured meat and other animal origin products, plant-based food including mushrooms, plant-based analogues, pulses, and cereals) and aquatic systems (i.e., algae and jellyfish) are included focusing on age-related and cross-national differences in consumer acceptance of novel foods and ingredients. General trends have emerged that are common to all the novel foods analysed, regardless of their aquatic or terrestrial origin. Aspects such as food neophobia, unfamiliarity, and poor knowledge of the product are important barriers to the consumption of novel foods, while healthiness and environmental sustainability perception are drivers of acceptance. Sensory properties are challenging for more familiar ingredients such as plant-based food (e.g., novel food made by pulses, mushrooms, cereals and pseudocereals). Results are discussed in terms of feasibility of introducing these products in the EU food systems highlighting strategies that can encourage the use of new ingredients or novel foods.

Cultivating curiosity: Consumer responses to ethical and product benefits in cultured foods

Cultured foods have the potential to profoundly transform the food industry. However, most current research focuses on cultured meat, neglecting other cultured products and begging the question of whether different promotional approaches are suited for certain types of cultured food products than others. To bridge this knowledge gap, we carried out two studies to explore how product type (cultured meat vs. cultured fruit) and benefit type (ethical vs. product attributes such as sensory and nutritional advantages) interact in determining consumers' willingness to try the products. Study 1 findings indicate that emphasizing ethical benefits is more effective for promoting cultured meat, whereas highlighting product benefits is more effective for promoting cultured fruit. We found that curiosity, a strong behavioral motivator, mediates the interactive effect of product type and benefit type on willingness to try. This research underscores the need for marketing messages to be tailored to the distinct cultured product types and enriches the literature on curiosity as an important mechanism in the context of cultured food acceptance.

A review: analysis of technical challenges in cultured meat production and its commercialization

The cultured meat technology has developed rapidly in recent years, but there are still many technical challenges that hinder the large-scale production and commercialization of cultured meat. Firstly, it is necessary to lay the foundation for cultured meat production by obtaining seed cells and maintaining stable cell functions. Next, technologies such as bioreactors are used to expand the scale of cell culture, and three-dimensional culture technologies such as scaffold culture or 3D printing are used to construct the three-dimensional structure of cultured meat. At the same time, it can reduce production costs by developing serum-free medium suitable for cultured meat. Finally, the edible quality of cultured meat is improved by evaluating food safety and sensory flavor, and combining ethical and consumer acceptability issues. Therefore, this review fully demonstrates the current development status and existing technical challenges of the cultured meat production technology with regard to the key points described above, in order to provide research ideas for the industrial production of cultured meat.

A taste of cell-cultured meat: a scoping review

Cell-cultured meat (CM) is a novel meat product grown in vitro from animal cells, widely framed as equivalent to conventional meat but presented as produced in a more sustainable way. Despite its limited availability for human consumption, consumer acceptance of CM (e.g., willingness to purchase and consume) has been extensively investigated. A key but under-investigated assumption of these studies is that CM's sensory qualities are comparable to conventional, equivalent meat products. Therefore, the current review aims to clarify what is actually known about the sensory characteristics of CM and their potential impact on consumer acceptance. To this end, a structured scoping review of existing, peer-reviewed literature on the sensory evaluation of CM was conducted according to the PRISMA-ScR and Joanna Briggs Institute guidelines. Among the included studies (N = 26), only 5 conducted research activities that could be termed "sensory evaluation," with only 4 of those 5 studies evaluating actual CM products in some form. The remaining 21 studies based their conclusions on the sensory characteristics of CM and consequent consumer acceptance to a set of hypothetical CM products and consumption experiences, often with explicitly positive information framing. In addition, many consumer acceptance studies in the literature have the explicit goal to increase the acceptance of CM, with some authors (researchers) acting as direct CM industry affiliates; this may be a source of bias on the level of consumer acceptance toward these products. By separating what is known about CM sensory characteristics and consumer acceptance from what is merely speculated, the current review reported realistic expectations of CM's sensory characteristics within the promissory narratives of CM proponents.

Cultivated meat manufacturing: Technology, trends, and challenges

The growing world population, public awareness of animal welfare, environmental impacts and changes in meat consumption leads to the search for novel approaches to food production. Novel foods include products with a new or specifically modified molecular structure, foods made from microorganisms, fungi, algae or insects, as well as from animal cell or tissue cultures. The latter approach is known by various names: "clean meat", "in vitro meat" and "cell-cultured" or "(cell-)cultivated meat". Here, cells isolated from agronomically important species are expanded ex vivo to produce cell biomass used in unstructured meat or to grow and differentiate cells on scaffolds to produce structured meat analogues. Despite the fast-growing field and high financial interest from investors and governments, cultivated meat production still faces challenges ranging from cell source choice, affordable expansion, use of cruelty-free and food-grade media, regulatory issues and consumer acceptance. This overview discusses the above challenges and possible solutions and strategies in the production of cultivated meat. The review integrates multifaceted historical, social, and technological insights of the field, and provides both an engaging comprehensive introduction for general interested and a robust perspective for experts.

Legal situation and consumer acceptance of insects being eaten as human food in different nations across the world-A comprehensive review

Insect consumption is a traditional practice in many countries. Currently, the urgent need for ensuring food sustainability and the high pressure from degrading environment are urging food scientists to rethink the possibility of introducing edible insects as a promising food type. However, due to the lack of the standardized legislative rules and the adequate scientific data that demonstrate the safety of edible insects, many countries still consider it a grey area to introduce edible insects into food supply chains. In this review, we comprehensively reviewed the legal situation, consumer willingness, acceptance, and the knowledge on edible insect harvesting, processing as well as their safety concerns. We found that, despite the great advantage of introducing edible insects in food supply chains, the legal situation and consumer acceptance for edible insects are still unsatisfactory and vary considerably in different countries, which mostly depend on geographical locations and cultural backgrounds involving psychological, social, religious, and anthropological factors. Besides, the safety concern of edible insect consumption is still a major issue hurdling the promotion of edible insects, which is particularly concerning for countries with no practice in consuming insects. Fortunately, the situation is improving. So far, some commercial insect products like energy bars, burgers, and snack foods have emerged in the market. Furthermore, the European Union has also recently issued a specific item for regulating new foods, which is believed to establish an authorized procedure to promote insect-based foods and should be an important step for marketizing edible insects in the near future.

Comprehensive Review on the Role of Plant Protein As a Possible Meat Analogue: Framing the Future of Meat

Animal proteins from meat and goods derived from meat have recently been one of the primary concerns in the quest for sustainable food production. According to this perspective, there are exciting opportunities to reformulate more sustainably produced meat products that may also have health benefits by partially replacing meat with nonmeat substances high in protein. Considering these pre-existing conditions, this review critically summarizes recent findings on extenders from a variety of sources, including pulses, plant-based ingredients, plant byproducts, and unconventional sources. It views these findings as a valuable opportunity to improve the technological profile and functional quality of meat, with a focus on their ability to affect the sustainability of meat products. As a result, meat substitutes like plant-based meat analogues (PBMAs), meat made from fungi, and cultured meat are being offered to encourage sustainability.