Only 3 in 10 US consumers would buy cultured meat, study finds


Jessi Devenyns, FoodDive

Nov. 28, 2018


Dive Brief:


·         According to a study done by Kadence International, lab-grown meat doesn’t look like it will be a staple in American households anytime soon. Only 17% of US consumers were familiar with the concept of clean meat, reported Meat + Poultry.

·         The study used a sample size of 2,000 adult consumers, only 27% of whom reported they would purchase cultured meat. However, 66% of consumers said they would be willing to try the lab-grown protein. In contrast, 75% of consumers in Belgium or the Netherlands said that they would be willing to try the products.

·         The study found that U.S. consumers are eating more meatless dinners and 40% of those polled stated they eat a meatless meal at least once a week.


Dive Insight:


Many meat eaters find themselves at a crossroads. Many have an interest in helping Earth and reducing their meat consumption because of the industry's negative environmental impacts, but at the same time, they love the taste of meat.


According to the U.S. Department of Agriculture, meat consumption will reach a record high this year —  222.8 pounds of meat per person. Not only that, but 96% of Americans eat meat each day, and global demand is expected to double by 2050. Scientists warn that the biomass of cows, pigs, and chickens to fill these needs will be unsustainable.


Many people have already recognized this impending catastrophe. Thirty-one percent of Americans go meat-free on certain days, while Google searches for “vegan” jumped 90% in the past year, according to the Chicago Tribune. The Kadence study reaffirmed consumers’ commitment to reducing their meat consumption. Still, people are not just going to suddenly go cold turkey and give up meat completely, so what is the solution?


Several companies are working on “clean” lab-grown meat – a segment that MarketsandMarkets predicts will hit $15.5 million in just three years when it enters retail. However, this type of meat is not yet available, and the Kadence study indicates that it might not receive as warm of a welcome as anticipated...