In this interesting study^[1] researchers set out to gauge attitudes towards cultivated meat.

"The aim of the 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."

An online survey of over 4000 consumers examined attitudes towards cultivated meat, with participants having been carefully selected to closely reflect the demographics of the populations as a whole.

"The 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."

Attitudes towards the terminology around cell cultured meat were explored, with the finding that the terms "cultured" and "cultivated" were deemed more acceptable than "cell-based" or "cell-cultured".

Read the full report here and make well-informed product development decisions.

^[1] Szejda, K.; Bryant, C.J.; Urbanovich, T. US and UK Consumer Adoption of Cultivated Meat: A Segmentation Study. Foods 2021, 10. https://www.mdpi.com/2304-8158/10/5/1050

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