A new study from EIT Food’s Consumer Observatory, ‘Reimagining Protein: Consumer Perceptions of Cultivated Meat’ found that just 29% of European consumers would try cultivated meat, while 35% said they were not open to the product.
Respondents’ rejection of cultivated meat products was linked to a perceived lack of transparency within the industry and a lack of trust in the capabilities and intentions of manufacturers, scientists and authorities to produce and regulate safe cultivated meat.
EIT Food noted that negative portrayals of cultivated meat from lobbyists have had a significant influence over consumer perceptions, with many consumers treating lobby groups’ materials as neutral sources.
Industry recommendations
In response to the negative image of cultivated meat, EIT Food made a number of recommendations to the industry in order to build consumer trust.
The first course of action would be to improve transparency surrounding the supply an production of cultivated meat, as well as demonstrating its safety, quality and nutritional benefits. This would a long way towards countering any perceived misconceptions.
EIT Food also suggested manufacturers and retailers aim to appeal to diverse consumer groups by highlighting cultivated meat’s ethical and sustainable production and align it with plant-based preferences.
Cultivated meat should be positioned as the ‘best of both worlds’ for those looking for responsible meat alternatives and as a ‘modern choice’ for meat consumers looking to cut down on their meat consumption.
GFI study
The findings of EIT Food’s report run contrary to the responses given to a similar study by the Good Food Institute Europe earlier this year. In eight of the 16 countries involved, more than half of the respondents said they would try cultivated meat if it was made available, while more than 40% agreed with this statement in another six countries.
Commenting on the report, senior policy manager at GFI Europe Seth Roberts said: “Cultivated meat must go through one of the world’s most rigorous regulatory processes before it will be available in the EU. This survey shows people across a wide range of countries believe that once it’s been approved, it should be down to consumers to decide whether or not they want to eat it.
Meanwhile, innovation in plant-based and cultivated meat has dropped, according to the latest patent data from Appleyard Lees.
Intellectual property firm Appleyard Lees revealed there has been an approximate 7% decline in patent filings for plant-based meat technology in 2022 – the first fall since 2013.
