A Danish study reveals that 47 percent of consumers in Croatia, Greece and Spain are willing to try cell-based protein in spite of being unfamiliar with the cultured meat concept. 

The researchers from the University of Copenhagen investigated consumer perceptions of cultured meat in these countries and found that affordability remains a key indicator for the likelihood of purchases, as 41 percent of consumers would purchase it for the same price as conventional meat. 

“Our findings suggest that vegan and vegetarian consumers are more aware of cultured meat, although they would not be the main market. Consumers who eat fresh cuts more frequently are the group most likely to adopt this product when in the market,” Federico Perez-Cueto, associate professor and corresponding author of the report, tells FoodIngredientsFirst.

Sixty percent of consumers perceived cultured meat as being kind to animals, while 57 percent deemed this technology as “unnatural.” A further 45 percent considered cell-based protein as healthy and environmentally-friendly and 21 percent as disgusting.

Reflecting a sentiment of unfamiliarity, only 16 percent defined cultured meat as tasty.

“Differences in eating patterns among EU countries have been narrowing over the past 20 years. In the Mediterranean countries there has been a noticeable change in how people eat in detriment of the traditional Mediterranean Diet which is recognized as healthy and sustainable,” Perez-Cueto says.

“Croatia stands out in the sense that environmental issues are not yet a driver for consumer’s food choices at the same level as they are in Greece or Spain.”

Europe’s burgeoning cell-based industry
Data for the study published in Nutrients was collected online last year. Among the 2,007 respondents, three segments were identified according to meat consumption and variety, plus an a priori identified group of “non-meat eaters.”

“We hope to investigate whether mainstream consumers throughout the EU would adopt such innovative products as the first step in the dietary shift towards the sustainable healthy diets, which is promoted by the EU’s Farm-to-Fork strategy, and what will be the role of this kind of products in the transformation of the food system,” says Perez-Cueto.

“In all of the countries analyzed, the presence of cell-based technologies is incipient,” he notes. “It was at the beginning of 2021 that Spain invested more than €5 million [US$6 million] for cultured meat through their innovation agency.”

“The EU has also been investing in this type of research through Horizon 2020 projects.”

Do meat consumption rates indicate receptiveness?
The researchers from the University of Copenhagen’s Department of Food Science further explore whether the frequency of meat consumption in Europe reflects local consumers’ intentions of trying or purchasing cultured meat. 

A food frequency questionnaire was used to determine the frequency of meat consumption among participants. The categories for different meat types were divided into “fresh-cut poultry, fresh-cut beef, fresh-cut pork, processed meat and other types of meat.”

Examples of the most common meat products of each country were provided to avoid any ambiguity. Meat consumption frequency was analyzed on a seven-point scale ranging from “never” to “more than once per day.”

The researchers divided results into three clusters depending on the frequency of meat consumption and type of meat consumed. The study groups were “medium frequency, low processed meat”; “high frequency, medium processed meat”; “very high frequency, high processed meat”; and “non-meat eaters.”

Trying cell-based meat was found to be 29 percent less likely among the “non-meat eaters” but has a 9 percent positive association with those who consumed low-processed meat at a “medium frequency” segment.

The “high frequency, medium processed” segment would buy cultured meat at any price, while the other segments are less likely to buy it. “Non-meat eaters” in particular have a 69 percent negative correlation with purchasing at a higher price.

The researchers also indicate that the perception that cultured meat could be healthy and tasty is 21 percent more likely to come from the “non-meat eaters,” while its kindness to animals is 10 percent more likely to appear as an answer among respondents of the “high frequency, medium processed” segment.

Hitting the price parity benchmark
The meat production industry is one of the leading contributors of greenhouse gas emissions. As consumers are quickly gaining awareness, new findings indicate that the consumption of animal-based produce in the US and Europe could be on its way down after hitting a “peak meat” apex in 2025.

The Danish research team highlights that cultured meat presents itself as a potential eco- and animal-friendly meat substitute, which has the potential to eradicate animal cruelty and reduce both the environmental footprint and the risk of zoonotic illnesses, while delivering a nutrient-dense product. 

Separate analysis has found that cultivated meat may hit competitive cost and environmental benchmarks by 2030.

Attracting global investment
Even before hitting the commercial mainstream, cultured meat has already been attracting interest from global markets. This is evidenced even in countries whose cuisines traditionally embrace livestock produce.

Aleph Farms, for instance, recently inked a new deal with global meat heavyweight BRF to bring cell-based steaks to the meat-loving Brazillian market. This followed a partnership with Mitsubishi to scale up these products in Japan, famous for its wagyu beef.

Meanwhile, cultured chicken meat from Eat Just was green-lighted as an ingredient in chicken bites for sale in Singapore last December. The island nation is the first to give the go-ahead to meat grown in a lab following a rigorous consultation and review process by the Singapore Food Agency.