New study into consumer acceptance of cultured meat

Mosa Meat recently conducted a study alongside Maastricht University into consumer acceptance of cultured meat. For the first time participants were able to sample meat labelled as ‘cultured’.

We found if people are properly informed they will choose to try cultured meat. Moreover, some are willing to pay nearly 40 per cent more for it than regular meat.

The study invited 193 people from the Netherlands to participate. Divided into three groups, participants were presented with information on the quality and taste of cultured meat, as well as the social or personal benefits. 

The subjects then completed a questionnaire and were offered two pieces of hamburger, one labelled ‘conventional’ and the other labelled ‘cultured’. In reality, however, both were regular burgers. Not knowing that, each participant chose to taste the ‘cultured meat’. 

Interestingly, despite the absence of any objective difference, some participants rated the flavour of the ‘cultured’ hamburger as better than that of the regular one. 

58 per cent of respondents said they would be prepared to pay a premium for cultured meat at an average of 37 per cent on top of the price of ordinary meat.

“This study confirms that cultured meat is acceptable to consumers if sufficient information is provided and the benefits are clear,” says Mosa Meat’s Chief Scientific Officer, Mark Post. “This has also led to increased acceptance in recent years. The study also shows that consumers will eat cultured meat if they are served it.” 

Researcher Nathalie Rolland states, “This study shows the importance of reliable and accessible information for consumers. Interestingly, all participants were willing to eat a piece of meat they believed to be cultured. That is a step further than just verbally accepting.”

Read the full article in PLOSONE.