Surveys highlight the hurdles facing cultivated meat manufacturers

Keith Nunes 2019

KANSAS CITY — Fifty-nine p.c of customers in the UK collaborating in a government-sponsored survey mentioned they’d not prefer to attempt “lab-grown meat” if it turned out there, with 21% saying they “would in all probability not prefer to attempt,” and 38% saying they “would undoubtedly not prefer to attempt” the merchandise. The survey outcomes spotlight the challenges going through the nascent cultivated meat class as entrepreneurs search to achieve a foothold out there, obtain scale and, finally, mainstream acceptance.

The survey was carried out by the UK’s Meals Requirements Company and titled “Meals and also you 2.” The objective of the survey was to measure customers’ self-reported information, attitudes and behaviors associated to meals points amongst adults in England, Wales and Northern Eire. The survey was carried out between October 2021 and January 2022, included 5,796 adults and was revealed this month.

Questions within the survey particularly differentiated between plant-based meat options and lab-grown merchandise, and respondents had been requested particularly in the event that they wish to attempt lab-grown meat of their food plan if it turned out there within the UK.

The patron attitudes expressed within the FSA survey align with the 2022 Energy of Meat research carried out by the market researcher 210 Analytics for the North American Meat Institute and the FMI – The Meals Trade Affiliation. In that survey, 40% of respondents mentioned they’d not be keen to attempt cultivated meat whereas 29% mentioned they’d. A glance behind the numbers revealed a variety of attitudes about cultivated meats throughout completely different demographic teams. For instance, 60% of child boomers mentioned they had been unwilling to attempt cultivated meat versus 27% of Gen Z.

There was a glimmer of fine information within the Energy of Meat survey, with people who mentioned they wish to cut back the quantity of meat they eat or are influenced by considerations over animal welfare and environmental sustainability saying they had been far more keen to attempt cultivated meat.

Regardless of the obvious reluctance of manyconsumers to attempt cultivated meat, traders have remained keen to offer funding to startups looking for to deliver merchandise to {the marketplace}. In 2021, cultivated meat and seafood producers raised $1.4 billion in investments, based on the Good Meals Institute, greater than thrice the $400 million raised in 2020. Whereas the tempo of funding in 2022 stays unknown, the yr began with a bang when Upside Meals raised $400 million in Collection C funding, its largest spherical thus far.

The speedy challenges going through the cultivated meat sector are scale, value and transferring past novelty standing. However no person ought to overlook the hassle it is going to take to persuade customers about the advantages of the brand new know-how and the merchandise derived from it.

It’s unclear how shopper curiosity in merchandise perceived as pure or clear label — a dominant market development — will have an effect on perceptions of cultivated meat. On the one hand, the method is way “cleaner” than standard meat processing, however, on the opposite, it entails unfamiliar applied sciences and processes. How standard meat processors reply to an rising competitor additionally shouldn’t be underestimated.

It’s thrilling to see the progress being made by cultivated meat processors. Manufacturing processes are advancing quickly, infrastructure is being put in place, and there seems to be investor help to create a path to scale. However whilst producers deal with these challenges, they need to not lose sight of the challenges to return.

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