Cultured Meat and Australia's Generation Z

Changing Food in a Changing World: Assessing Compliance to Insects, Cultivated Meat, and Soil-Less Products Among Italian Undergraduates

Background/Objectives: In recent decades, the need for sustainable alternatives to traditional foods for the global population has become urgent. To this aim, edible insects, cultivated meat, and vegetables produced through soil-less farming have been proposed. This cross-sectional study was aimed at exploring willingness to eat these novel foods and its possible correlates in young Italian adults. Methods: An electronic questionnaire was administered to the student populations of 13 universities throughout the Italian territory. Results: The results show that insects and cultivated meat were widely acknowledged as possible food, while soil-free cultivation seems to be less known. Indeed, the percentage of participants who have heard of insects, cultivated meat, and soil-free cultivation was respectively equal to 91.5%, 84.7%, and 32.9%. However, the majority of respondents were uncertain about the sustainability of all the proposed products (52.6% for insects, 39.5% for cultivated meat, and 58.0% for soil-free cultivation, respectively), and the propensity to try and eat insects (9.5%) was lower than that declared for synthetic meat (22.8%) and products from soil-free cultivation (19.2%). However, the regression analysis showed that the propensity to eat these foods regularly is positively related to the confidence in their sustainability (p < 0.001). Willingness to try each of the proposed foods positively correlated with that declared for the others (p < 0.001). Conclusions: These findings highlight the need to implement interventions aimed at increasing awareness about the use of these products as alternatives to less sustainable foods and the importance of identifying consumer groups to which these interventions should be addressed.

The Perceptions of Turkish Consumers Regarding In Vitro Meat and the Relationship Between These Perceptions and Willingness to Try and Consume In Vitro Meat

This study aims to determine Turkish consumers' perceptions and attitudes toward in vitro meat and to investigate the relationship between their perceptions and their willingness to try and consume it. The questionnaire was distributed to potential participants via social media, and the responses of 989 participants were evaluated. The responses regarding the extent to which participants agreed with 32 opinions about in vitro meat were analysed using principal component analysis (PCA). As a result of PCA, four components were obtained explaining 63.3% of the total variance: i) benefits for the environment, and human and animal welfare; ii) safety and reliability; iii) social and ethical concerns; and iv) concerns about being unnatural. Regression equations developed with these components were able to moderately explain (R2 ranged between 0.547 and 0.583) the variance observed in consumers' willingness to try, regularly consume, replace conventional meat with and try in vitro meat when recommended by a friend.

Attachment to Meat and Willingness Towards Cultured Alternatives Among Consumers: A Cross-Sectional Study in the UAE

Background/Objectives: The escalating global demand for meat, as a sequela of population growth, has led to unsustainable livestock production, resulting in a host of environmental and food security concerns. Various strategies have been explored to mitigate these issues, including the introduction of a novel food product, cultured meat. Cultured meat is not yet commercially available, yet public perceptions are already taking shape. To better understand the factors influencing its adoption by consumers, a cross-sectional, web-based study was conducted to examine consumer attitudes toward conventional meat and cultured meat among adults in the United Arab Emirates (UAE). Methods: The survey was conducted between December 2023 and March 2024 and used a convenience snowball sampling method. The questionnaire focused on current meat consumption patterns, meat attachment, and willingness to consume cultured meat. Sociodemographic data, including age, sex, education, and self-reported weight and height, were also collected. Results: Results showed that the vast majority (86%) of participants consumed all types of meats, while more than half (59.3%) were unfamiliar with the term "cultured meat". Despite this unfamiliarity, about one-third (35%) were somewhat willing to try cultured meat, though more than two-thirds (69%) were reluctant to replace conventional meat with cultured meat in their diet. Male participants and those with higher BMIs showed a significantly stronger attachment to conventional meat. Willingness to consume cultured meat was notably higher among participants aged less than 30 years, those having less formal education, and those who are Arabic. Conclusions: These findings suggest that while interest in cultured meat exists, significant barriers remain, particularly regarding consumer education and cultural acceptance.

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.

Willingness to Consume and Purchase Food with Edible Insects among Generation Z in Poland

The consumption of insects (entomophagy) is attracting attention for economic, environmental and health reasons. The wide range of edible insect species, rich in protein, fat, minerals, vitamins and fibre, can play an important role in addressing global food insecurity. However, consumer acceptance remains a major barrier to the adoption of insects as a food source in many countries, including Europe. The aim of this study was to determine whether health and environmental concerns, attitudes and intentions towards purchasing edible insects and foods containing edible insects are associated with willingness to consume edible insects and foods containing edible insects among young consumers (Generation Z) in Poland. An empirical study was carried out in 2023, using a questionnaire with an indirect interview method via an online platform. On the basis of surveys conducted among Generation Z in Poland, it can be concluded that health and environmental concerns determine the willingness to consume selected products containing edible insects. At the same time, it should be noted that the more positive the respondents' attitudes towards health and environmental concerns are, the greater their willingness to consume foods containing edible insects is. Attitudes and intentions towards purchasing foods containing edible insects were positively correlated with willingness to purchase and consume this type of food. The results obtained can contribute to efforts to promote the legitimacy of the production of new foods with edible insects in their composition.

Consumers' perception of novel foods and the impact of heuristics and biases: A systematic review

According to the definition adopted in the European Union, novel foods are foods that were not consumed to a significant degree within the Union before May 15, 1997. This includes cultivated meat and insects. Novel foods are meant to play a critical role in the transition towards sustainable food systems. However, their success depends on whether and to what extent they will be incorporated into the diets at the population level. This review investigates consumers' perception of novel food products by narratively synthesising results on the influence of heuristics and biases triggered by emotions, personality traits, and socio-cultural factors. Empirical studies conducted in Western countries and published in English after 1997 were eligible, which led to 182 studies being included. Notably, most included studies focused on insects and cultivated meat. Disgust and fear are shown to be the main emotions driving rejection of novel foods, together with food neophobia and specific cultural norms common across countries included in the scope of the review. Familiarity with novel foods and curiosity both led to higher acceptance. Despite being investigated directly in a minority of studies, heuristics and related biases mostly fell under the "affect," the "natural-is-better," and the "trust" heuristics. The review also discusses to what extent consumers' perception reflects in the regulatory framework applicable to novel foods in the European Union, how it influences the regulation of insects and cultivated meat and which lessons can be drawn for the future of the regulatory framework.

Masculinity, Meat, and Veg*nism: A Scoping Review

Men historically consume more meat than women, show fewer intentions to reduce meat consumption, and are underrepresented among vegans and vegetarians. Eating meat strongly aligns with normative masculinities, decisively affirming that "real men" eat meat and subordinating men who choose to be veg*n (vegan or vegetarian). The emergence of meat alternatives and increasing environmental concerns may contest these long-standing masculine norms and hierarchies. The current scoping review addresses the research question what are the connections between masculinities and men's attitudes and behaviors toward meat consumption and veg*nism? Using keywords derived from two key concepts, "men" and "meat," 39 articles were selected and analyzed to inductively derive three thematic findings; (a) Meat as Masculine, (b) Veg*n Men as Othered, and (c) Veg*nism as Contemporary Masculinity. Meat as Masculine included how men's gendered identities, defenses, and physicalities were entwined with meat consumption. Veg*n Men as Othered explored the social and cultural challenges faced by men who adopt meatless diets, including perceptions of emasculation. Veg*nism as Contemporary Masculinity was claimed by men who eschewed meat in their diets and advocated for veg*nism as legitimate masculine capital through linkages to physical strength, rationality, self-determination, courage, and discipline. In light of the growing concern about the ecological impact of meat production and the adverse health outcomes associated with its excessive consumption, this review summarizes empirical connections between masculinities and the consumption of meat to consider directions for future men's health promotion research, policy, and practice.

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.

Will Using a Foreign Language Attenuate the Neophobia?

In two experiments, we tested whether using a foreign language attenuates neophobia at the lexical (Experiment 1) and discoursal (Experiment 2) levels in comparison to using a native language. A total of 687 native Chinese speakers participated in Experiment 1, and 693 in Experiment 2. All of them learned English as a foreign language. They performed paper-and-pencil tasks for measuring their neophobia toward innovative products described in either Chinese or English at the lexical and discoursal levels. Our results suggest that using a foreign language at the discoursal levels can obviously attenuate the neophobia toward innovative products. Moreover, Dual-process Model could explain the mechanisms of neophobic attenuation induced by foreign language use.

The Heat about Cultured Meat in Poland: A Cross-Sectional Acceptance Study

Cultured meat, produced by culturing animal cells in vitro, is gaining increasing interest. The first products obtained using this technology were authorized for human consumption in Singapore and the United States, and more are likely to follow in other parts of the world. Therefore, it is important to assess the attitudes toward such meat in various populations and understand the grounds for its acceptance and rejection. The present cross-sectional online study of adult Poles (n = 1553) aimed to evaluate knowledge of cultured meat, the main reasons and fears associated with its production and consumption, and willingness to buy it and factors influencing such willingness. Most respondents (63%) were familiar with the concept of cultured meat, and 54% declared to purchase it when available. However, concerns over safety were expressed by individuals accepting (39%) and rejecting (49%) such meat. The main motivations for choosing it included limiting animal suffering (76%) and environmental impacts of meat consumption (67%), although over half of responders willing to buy these products were driven by curiosity (58%). Multiple logistic regression revealed that odds (OR; 95%CI) for accepting cultured meat were significantly increased for adults aged 18-40 (1.8; 1.2-2.7); women (1.8; 1.2-2.7); meat eaters (8.7; 5.6-13.6); individuals convinced that animal farming adversely affects the climate (7.6; 3.1-18.3), surface waters (3.1; 1.2-8.1), and air quality (3.0; 1.2-7.6); those familiar with cultured meat concept (4.2, 2.2-8.4); and those revealing high openness to experience (1.7; 1.2-2.4). The results highlight that the Polish population may be moderately ready to accept cultured meat and identify the groups resistant to accepting it. Well-designed and transparent promotion of these products is required to increase the general public's understanding of the potential benefits and challenges of cultured meat technology.

"I guess it's quite trendy": A qualitative insight into young meat-eaters' sustainable food consumption habits and perceptions towards current and future protein alternatives

As the market for sustainable food continues to expand, there is a need to understand how consumers' consumption habits and perceptions are changing. Targeting the younger populations is of interest as they arguably will shape the future of food. Therefore, the present study aimed to provide in-depth consumer insights on a range of topics from current consumption habits (i.e., meat reduction, plant-based meat/seafood (PBM/S)), towards future protein alternatives (i.e., cell-based meat/seafood (CBM/S), precision fermented dairy (PFD)). Online focus groups were conducted in the UK with meat-eaters (n = 38) aged 18-34. Codebook thematic analysis was applied using the Framework Matrix as a tool for data analysis. Key themes were presented using the COM-B model (Capability, Opportunity, Motivation), which identified areas of behavioural change. Results found a trend towards meat reduction, partially initiated by moving away from home and limited food budgets. Overall, participants acknowledged the environmental impact of food, but a notable knowledge gap was apparent when quantifying the effect, especially for dairy and seafood. Compared to PBM, few participants had tried PBS products, partially due to lower availability and familiarity. Enablers for PBM/S included convenience, positive sensory experiences and the influence of others, whilst barriers related to negative health connotations and over-processing. For CBM/S and PFD, animal welfare, curiosity and optimised nutrition acted as enablers, whilst barriers related to wider consumer acceptance, affordability and unnaturalness. In general, participants felt changing food consumption habits can have an impact on climate change and were optimistic about novel technologies supporting future protein transitions. Increasing public understanding around the environmental impact of food, especially seafood and dairy, and prioritising the affordability of sustainable food are suggested as intervention strategies to encourage sustainable food consumption.

Consumer perception of "artificial meat" in the educated young and urban population of Africa

African's population is expected to grow especially in cities to reach about 2.5 billion in 2050. This will create an unprecedented boom in the demand for animal products over the coming years which will need to be managed properly. Industry stakeholders worldwide have been touting the potential benefits of "artificial meat" in recent years as a more sustainable way of producing animal protein. "Artificial meat" is therefore moving into the global spotlight and this study aimed to investigate how African meat consumers of the coming generations perceive it, i.e., the urban, more educated and younger consumers. Three surveys were conducted with more than 12,000 respondents in total. The respondents came from 12 different countries (Cameroon, Congo, -DRC Democratic Republic of Congo, Ghana, Ivory Coast, Kenya, Morocco, Nigeria, Senegal South Africa, Tanzania and Tunisia). Respondents in this survey prefered the term "artificial meat". This term was therefore used throughout the survey. "Artificial meat" proved to be fairly well known in the surveyed countries as about 64% the respondents had already heard of "artificial meat." Only 8.9% were definitely willing to try "artificial meat" (score of 5 on a scale of 1-5) mostly males between 31 and 50 years of age. Furthermore, 31.2% strongly agreed that "artificial meat" will have a negative impact on the rural life (score of 5 on a scale of 1-5) and 32.9% were not prepared to accept "artificial meat" as a viable alternative in the future but were still prepared to eat meat alternatives. Of all the results, we observed significant differences in responses between respondents' countries of origin, age and education level with interactions between these factors for willingness to try. For instance, the richest and most educated countries that were surveyed tended to be more willing to try "artificial meat." A similar pattern was observed for willingness to pay, except that gender had no significant effect and age had only a small effect. One major observation is that a large majority of respondents are not willing to pay more for "artificial meat" than for meat from livestock.

How can the unnaturalness of cellular agricultural products be familiarized?: Modeling public attitudes toward cultured meats in Japan

Introduction

This study aims to clarify how the unnaturalness of cellular agricultural products can be familiarized to society, using the case of the Japanese public's receptivity to cultured meats. Perceived unnaturalness is a key factor in the rejection of emerging technologies. While past studies have examined the explanatory factors involved in the public acceptance of cultured meats, the relationships among multiple factors have not been fully examined. Cultured meats and cellular agricultural products have been positively evaluated because they can contribute to future food sustainability, so the trade-off between perceived unnaturalness and sustainability is a significant issue for the public.

Method

This study uses a questionnaire survey with 2,000 Japanese respondents, which was conducted in 2019. Using a categorical data analysis approach, the strongest explanatory factors for receptivity were comprehensively searched among attitudes toward cultured meats, eating habits, demographics, and so on.

Results and discussion

The results indicated that perceived unnaturalness showed a strong explanatory power for the rejection of cultured meats, but awareness of world famine problems increased acceptance of cultured meat, if the degree of the respondents' concern for unnaturalness was moderate. The perceived animacy of non-human life forms is also associated with acceptance of cultured meat, which may reflect Japanese cultural values. These results suggest multiple pathways to overcoming the disgust of new food technologies in the social implementation process.

Australian Generation Z and the Nexus between Climate Change and Alternative Proteins

Scientific evidence shows that current food systems are impacting the planet in ways that are unsustainable and detrimental to human health. Various technological advances have been made in response, one of them being the development of new food products known as novel alternative proteins, including cultured meat, plant-based meat analogues, algae- and insect-based foods. The future of these alternative proteins to a large extent depends on consumer acceptance from young people. This study investigates the attitudes of Australia's adult Generation Z (Gen Z), born between 1995 and 2003, regarding climate change and more sustainable food choices. Gen Z is a diverse, important and trendsetting group known for organising globally on causes related to climate, social justice and health. The study of Australia's Gen Z is based on a 2021 cross-national survey in the main Australian cities. It shows that, although 86% of the participants perceive climate change as anthropogenic, only 38% believe that livestock-based foods are contributing significantly to global warming and environmental deterioration. The paper discusses the implications for Gen Z and novel alternative proteins given that the majority of Australia's young people has low awareness of the environmental impacts of food systems and dietary choices.

Consumer behavior towards cultured meat: A review since 2014

Cultured meat, also known as 'in-vitro meat' or 'clean meat', holds the potential solution to environmental sustainability along with conventional meat alternatives, including plant-based meat, insects, algae, and pulses. A critical step to its widescale acceptance is consumer perception. Both qualitative research and quantitative analysis are being carried out to enhance the acceptability of cultured meat. In this review, consumer behavior towards cultured meat is accessed to understand the current market scenario. Psychological factors that can hinder or improve cultured meat acceptance are discussed. Consumer social factors geared towards consumer behavior on cultured meat are also summarized. As per the research findings, meat lovers are more likely to try cultured meat owing to the attached sustainability claims. The consumers' concerns about the unnaturalness of cultured meat should be addressed in order to encourage them to get more acquainted with the product and modify their attitudes about it. Marketing tactics of labeling it as 'clean meat' rendered better purchasing as compared to other terms. Furthermore, educating the masses likely reduced the unfamiliarity with newly marketed products resulting in improved consumer perception of cultured meat.

Understanding Key Factors Influencing Consumers' Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins

Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.

Should and will "cultured meat" become a reality in our plates?

Produced from proliferating cells in bioreactors with a controlled culture medium, "cultured meat" has been presented by its supporters, who are mainly private actors (start-ups), as a sustainable solution to meet the growing demand for animal proteins without weaknesses of animal husbandry in terms of environmental impact, animal welfare or even health. The aim of this chapter is to take stock of current knowledge on the potential benefits and pitfalls of this novel product. Since robust scientific arguments are lacking on these aspects, there is no consensus on the health and nutritional qualities of "cultured meat" for human consumption and on its potential low environmental impact. In addition, many issues related to the market, legislation, ethics and consumer perception remain to be addressed. The way in which this new product is regarded appears to be influenced by many factors related mainly to its price, as well as to the perception of safety, sensory traits but also environmental and nutritional issues. Therefore, research by universities and public research institutes indicates that "cultured meat" production does not present any major advantages in economic, nutritional, sensory, environmental, ethical or social terms compared to conventional meat. Thus, a more balanced diet by diversifying our sources of plant and animal proteins, consuming other meat substitutes, and reducing food losses and waste appear to be more effective short-term solutions to the urgent need of producing enough food for the growing human population (while reducing environmental degradation and animal suffering).

Meat Me Halfway: Sydney Meat-Loving Men’s Restaurant Experience with Alternative Plant-Based Proteins

Within the theoretical framework of psychological reactance and impression management, this study conducted in Sydney, Australia, in 2020–2021, explores the acceptance by men of alternatives to animal-based foods. Qualitative in-depth interviews were conducted with 36 men who have visited a vegan restaurant and have eaten a plant-based burger. The findings from the study show that, despite the increasing popularity of these novel food options, men are unlikely to include the plant-based alternatives as a permanent feature of their diets as explained by the theory of psychological reactance. However, the study’s male participants acknowledged the importance of women for their visit to the vegan restaurant which can be explained by impression management theory. Using excerpts from the interviews, men’s experience is highlighted, particularly as it relates to concerns linked to masculinity, dietary identity and social perception by others. The analysis reveals the complexity of transitioning to more sustainable food choices within a gender-constructed social environment. Whether the new plant-based alternatives to meat are going to be a short-lived trend or a more lasting option in the men’s diets is also discussed. Practical implications for social marketing as a tool to influence collective behaviour are drawn. They emphasise the role of women, changing social perceptions and transparency about the new plant-based products.

Population group differences in subjective importance of meat in diet and red and processed meat consumption

Red and processed meat (RPM) consumption associates directly with several unfavorable health outcomes and with environmental impact of diet. RPM consumption differs between certain population groups, and moreover, encompasses various subjective meanings. Literature on determinants of subjective importance of meat in diet (SIM), however, is scarce. Aims of this study were to determine which sociodemographic and -economic characteristics associate with SIM and RPM consumption. The study was based on the FinHealth 2017 Study. The sample comprised 4671 participants aged 18-74 years. SIM was asked with a question including five response options from "not important at all" to "very important". Habitual dietary intake including RPM consumption was studied with a food frequency questionnaire. RPM consumption level grew in parallel with SIM categories. RPM consumption was high and SIM prevailing in men, those living in rural areas, and those with low education. Women living in household with children consumed more RPM than other women but did not find meat more important. Conversely, men living in household with children found meat more important but did not consume it more than other men. Domain analyses considering individuals within the highest RPM consumption quintile revealed that the oldest age group found meat significantly less important than the youngest group. In order to be able to lower RPM consumption at population level and to move towards healthier and climate-wiser diets, it is important to identify subgroups that consume much meat but also subgroups that find meat especially important. Such dietary transition may be especially challenging to subgroups that consume much meat and also consider it important. Actions to support the dietary transition in different population groups should be developed.

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.

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”.

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.

Gene Editing for Improved Animal Welfare and Production Traits in Cattle: Will This Technology Be Embraced or Rejected by the Public?

Integrating technology into agricultural systems has gained considerable traction, particularly over the last half century. Agricultural systems that incorporate the public’s concerns regarding farm animal welfare are more likely to be socially accepted in the long term, a key but often forgotten component of sustainability. Gene editing is a tool that has received considerable attention in the last five years, given its potential capacity to improve farm animal health, welfare, and production efficiency. This study aimed to explore the attitudes of Brazilian citizens regarding the applications of gene editing in cattle that generate offspring without horns; are more resistant to heat; and have increased muscle tissue. Using a mixed-methods approach, we surveyed participants via face-to-face, using in-depth interviews (Study 1) and an online questionnaire containing closed-ended questions (Study 2). Overall, the acceptability of gene editing was low and in cases where support was given it was highly dependent on the type and purpose of the application proposed. Using gene editing to improve muscle tissue growth was viewed as less acceptable compared to using gene editing to reduce heat stress or to produce hornless cattle. Support declined when the application was perceived to harm animal welfare, to be profit motivated or to reinforce the status quo of intensive livestock systems. The acceptability of gene editing was reduced when perceptions of risks and benefits were viewed as unevenly or unfairly distributed among consumers, corporations, different types of farmers, and the animals. Interviewees did not consider gene editing a “natural” process, citing dissenting reasons such as the high degree of human interference and the acceleration of natural processes. Our findings raised several issues that may need to be addressed for gene editing to comply with the social pillar of sustainable agriculture.