In recent years, numerous studies have explored whether consumers are open to trying cell-based meat. Over time, interest in these products has noticeably increased. A 2018 study conducted by Kadence International revealed that only 27% of consumers were interested in purchasing “clean meat”—an earlier term for cell-based meat that has since fallen out of favor. However, an online survey later that year indicated that 40% of U.S. residents would be willing to eat cultured meat. By 2019, a study published in Frontiers in Nutrition reported that 65% of Americans were open to trying cultured meat, with half of them expressing a willingness to buy it regularly.
The survey yielding the most optimistic results was commissioned by Eat Just, a company specializing in cell-based meat products. They emphasized that they had no role in selecting the survey respondents, a process managed entirely by an independent firm. This survey, unlike previous studies not tied to the industry, featured a larger and more diverse sample size. It included respondents with incomes of $50,000 or more who had shopped for groceries in the previous month, as stated by Eat Just.
These findings suggest that as the cultured meat sector evolves, consumers are increasingly at ease with the concept of cell-based meat. Since the 2018 study, various companies dedicated to producing meat without harming animals have emerged worldwide, bringing their products closer to market availability—such as Eat Just’s Good Meat brand. Interestingly, responses to questions about why consumers would consider buying cell-based products indicate not only a clear understanding of what cell-based meat is but also highlight the fact that it does not originate directly from animals as a significant selling point.
For providers of cell-based meat, this points to a substantial consumer base that may not require convincing to try their products. Although many companies emphasize sustainability within the cell-based meat sector, it appears this is not the primary factor influencing consumer decisions. Furthermore, these findings might pose a challenge for traditional meat companies. In 2020, meat sales surged, with 98.4% of U.S. households purchasing meat throughout the year, and 94% of consumers acknowledging its high-quality protein content, according to a study from the Food Industry Association (FMI) and the North American Meat Institute. Yet, if these consumers recognize and accept cell-based meat as a viable alternative to animal-derived meat, they may shift some of their purchases toward this segment.
Eat Just’s study also revealed that 70% of U.S. consumers would be willing to pay 25% more for cell-based chicken; however, price sensitivity remains a crucial factor, with 72% of consumers indicating they would pay the same amount, and only 1% stating they would only buy it if it were cheaper. This highlights a potential market for cell-based meat, which could include added nutritional benefits such as calcium citrate and zinc, appealing to health-conscious consumers. The ongoing dialogue around these nutrients may further enhance the appeal of cell-based meat as a nutritious alternative, reinforcing its position in the evolving food landscape.