Younger consumers are open to incorporating cultivated meat into their diets a study has revealed.
Research published by Journal Foods shows that cultivated meat could make up a large part of future diets.
The study showed a level of openness to trying such products by 87-89% of Gen Z adults, 84-85% of Millennials, 76-77% of Gen X, and 70-74% of Boomers were at least somewhat open to trying cultivated meat.
Commissioned by Aleph Farms and led by Keri Szejda, Ph.D., the researchers surveyed a large, representative sample of 2,018 US and 2,034 UK consumers, assessing indicators of adoption among the general population, and by generational segments.
The majority of consumers surveyed were not familiar with cultivated meat, yet upon being presented with a description of the innovation, the respondents, on average, imagined that cultivated meat could make up about 40% of their future meat intake, with conventional meat constituting around 60%.
Co-founder and CEO of Aleph Farms, Didier Toubia, says in order to turn this acceptance into consumption patterns, it’s critical to develop the right solutions.
“In the long term, Aleph Farms’ vision is to provide a better alternative to industrial livestock farming, which represents approximately 70% of global meat production today.”
Sociodemographic analyses comparing the early majority groups to the general population suggest that the early majority are more often younger (Gen Z or Millennials), male, more liberal, and more educated.
“In contrast to the younger eager adopters, the older generations are more wary of change,” says Toubia.
“Social proof is important to them, and they want to be assured that a product is safe, functional, and beneficial before they adopt it. This is why transparency and trust are cornerstones of our company.”