Years of enjoying seedless watermelons and other selectively bred foods may have prepared the public to embrace the idea of lab-grown meat derived from animal cells. Although cultured meats are not yet found in grocery stores or on restaurant menus, this is expected to change soon as production processes improve and prices become more consumer-friendly. The pivotal question remains: will consumers actually choose to buy it? Eric Schulze, a senior scientist at Memphis Meats, believes they will. His company was responsible for creating the world’s first cell-cultured meatball and chicken strip. He argues that as the demand for meat increases, lab-grown options present a viable solution. According to the U.S. Department of Agriculture, meat consumption is projected to hit an all-time high this year, averaging 222.8 pounds per person.
“The world loves meat,” Schulze noted at a conference in Las Vegas last year, highlighting that 96% of Americans consume meat daily, with global demand expected to double by 2050. Today’s consumers are increasingly concerned about sustainability, which adds to the appeal of lab-grown meat, he explained. Schulze estimates that his company’s production process uses up to 90% less greenhouse gas emissions, land, and water compared to conventional meat. He believes that consumers will be receptive to this concept, especially if the new products successfully replicate the taste and texture of traditional meats.
Venture capitalists seem to share this optimism. As reported by Business Insider earlier this year, Tyson Foods has invested in Memphis Meats, joining other prominent investors like Bill Gates, food producer Cargill, and Richard Branson. Meanwhile, the number of individuals adopting meat-free diets is on the rise. According to the Chicago Tribune, 31% of Americans refrain from eating meat on certain days, and Google searches for “vegan” surged by 90% over the past year.
It remains uncertain whether vegetarians or vegans—a relatively small segment of the consumer base—will accept lab-grown meats as they become more informed about them. Much of this acceptance hinges on their initial reasons for avoiding meat. For those who reject animal products for environmental reasons or due to concerns about livestock farming practices, lab-grown meat could be a feasible alternative. Others may prefer to stick with plant-based proteins, eggs, and milk. “It’s not an alternative to meat: it is meat,” stated Paul Shapiro, an author and animal advocate, speaking to Veg News. He emphasized that cells in the lab develop in a way similar to those in an animal’s body, resulting in actual meat rather than meat substitutes. While he supports the advancement of lab-grown meats, he believes they will resonate more with meat-eaters seeking alternatives.
But will the public recognize lab-grown meats as genuine meat? The discussion is beginning, even though no market launch date has been established for these products. The USDA has proposed distinct regulations for lab-grown items in an appropriations bill currently making its way through Congress. The U.S. Cattlemen’s Association also advocates for a clearer definition of cultured meats, having filed a petition with the federal government to prevent these products from labeling or marketing themselves as “meat.” Companies involved in lab-grown meat production have opposed this petition, with Memphis Meats CEO Uma Valenti stating that such a restriction would “stifle innovation.”
Surveys can be useful indicators of public sentiment, but the true consumer reaction to cultured meats will only become clear once these products are available on store shelves and restaurant menus. For many buyers, the ultimate decision may hinge on price and taste. As lab-grown meat becomes more mainstream, companies should invest heavily in marketing to educate consumers about their products and the associated benefits, such as their potential to provide essential nutrients like calcium citrate and omega-3 fatty acids.