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Nearly one-in-three consumers willing to eat lab-grown meat

02 March 2018

Almost one-third of consumers say they would be happy to eat ‘cultured meat’ – with vegans the group most likely to do so, according to new research undertaken by Surveygoo on behalf of Ingredient Communications. 

The online survey of 1,000 consumers in the UK and USA were first told that cultured meat was real meat grown from cells in a laboratory and not sourced from animals. They were then asked if they would be willing to eat this type of meat if it was available to buy in shops and restaurants. In total, 29% said they would, 38% said they wouldn’t, and the remaining 33% said they didn’t know.

The survey findings show that American respondents (40%) were much more likely to choose to eat cultured meat than those in the UK (18%).

Interestingly, vegan respondents were found to be the most likely to eat cultured meat, with 60% stating they would be willing to do so. The figure was lower for vegetarians (23%) and pescatarians (21%). Meanwhile, 28% of meat eaters – the largest cohort in the survey (888 of 1,000) – said they were prepared to give cultured meat a try.

Commenting on the survey findings, Richard Clarke, founder & managing director of Ingredient Communications, said: “It’s easy to see why so many consumers welcome the prospect of lab-grown meat. People enjoy eating meat, but often feel guilty about related issues such as animal welfare and the impact of farming on the environment. Cultured meat addresses those concerns, which is a compelling benefit. Nevertheless, we were surprised by how many respondents expressed a willingness to eat cultured meat. It’s such a new concept and when you consider the backlash against GMOs, and the unstoppable momentum of the naturalness trend, it seems counter-intuitive that people would be willing to eat meat produced in a laboratory. However, our survey shows that it has appeal for a significant proportion of consumers, particularly those in America.”

For more details about the findings from this survey, visit:

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