Findings: Novel foods like cultivated and precision fermentation-derived meats are emerging in the protein sector, but consumer acceptance is still limited. Research from EIT Food shows that younger, higher-income, and more educated consumers are more likely to try these products, with Asia-Pacific being the most receptive region. However, overall consumer adoption remains low, with only 26% willing to try biotech-produced meats. Skepticism persists around health, taste, and processing concerns, as well as the association of these products with ultra-processed foods.
Key Takeaway: To increase consumer acceptance, the alternative protein industry should emphasize animal welfare and present biotechnology as familiar and safe, framing it as “new meat” rather than a high-tech alternative.
Trend: The main trend is Alternative Protein Acceptance Challenges, with a focus on cultivated and precision fermentation meat.
Consumer Motivation: Consumers motivated by animal welfare, health, and sustainability may be more receptive to biotech meat alternatives, though taste and the perception of ultra-processing are barriers.
What is Driving the Trend: Rising interest in ethical, sustainable food options and innovations in biotech food production drive the trend. However, consumer skepticism about taste, processing, and health impact challenges acceptance.
People Referred to in Article: Durk Bosma, EIT Consumer Observatory, and Tom Rees, Euromonitor International, discuss consumer openness and the messaging strategies needed to build trust in biotech proteins.
Description of Consumer Product or Service: Cultivated and precision fermentation-derived meats aim to provide ethical, sustainable protein alternatives by reducing reliance on animal farming. However, consumers currently view these products as suitable for lower-quality meat substitutes rather than premium cuts.
Consumer Age: Primarily Millennials and Gen Z (20-40), who are generally more open to sustainable food alternatives and new food technologies.
Conclusions: Consumer skepticism and a lack of familiarity with biotech meats indicate that clear, relatable communication is needed. The industry should avoid premium positioning and frame cultivated meat as ethical and safe.
Implications for Brands: Brands should focus on ethical messaging and position cultivated meat as a sustainable choice for reducing animal suffering. Marketing should clarify that biotech methods are safe, effective, and grounded in traditional food practices.
Implications for Society: The adoption of biotech proteins could reduce environmental impact and animal suffering, but achieving this requires a shift in consumer perception and acceptance of novel foods.
Implications for Consumers: Consumers benefit from ethical protein options that reduce reliance on traditional meat. However, overcoming skepticism about taste and processing is necessary to encourage trial and acceptance.
Implication for Future: As technology advances, cultivated and precision fermentation meats will likely gain broader acceptance, but only if companies can successfully address consumer concerns around taste, safety, and ethics.
Consumer Trend: Interest in Sustainable and Ethical Protein Alternatives
Consumer Sub-Trend: Skepticism Toward Ultra-Processed, Biotech Foods
Big Social Trend: Ethical Consumption and Animal Welfare Concerns
Local Trend: Higher acceptance of biotech meats in Asia-Pacific compared to Europe
Worldwide Social Trend: Increasing demand for sustainable food solutions across global markets
Name of Big Trend Implied by Article: Ethical Protein Innovations
Name of Big Social Trend Implied by Article: Conscious Eating and Animal Welfare
Social Drive: Growing awareness of animal welfare and sustainability drives interest, tempered by concerns about unfamiliar food processing methods.
Learnings for Companies to Use in 2025: Companies should use familiar, relatable messaging to make biotech meat less intimidating. Emphasizing animal welfare and traditional fermentation processes can improve consumer perception.
Strategy Recommendations for Companies to Follow in 2025:
Focus on Animal Welfare Messaging: Highlight the reduction of animal suffering to appeal to ethically motivated consumers.
Avoid Premium Positioning Initially: Establish the product as a sustainable alternative to conventional meat without a premium price until taste and quality perceptions improve.
Promote Familiarity in Processing: Frame precision fermentation as an extension of traditional fermentation to build trust.
Final Sentence: Consumer acceptance of cultivated and precision fermentation-derived meats hinges on ethical messaging and familiar narratives to reduce skepticism about taste and ultra-processing.
What Brands & Companies Should Do in 2025: Brands should position biotech meats as ethical, sustainable choices, use clear, familiar language to alleviate consumer concerns, and focus on affordable, accessible options before moving to premium offerings.
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