Years of consuming seedless watermelon and other meticulously bred foods may have prepared the public for the concept of eating lab-grown meat derived from animal cells. Although cultured meats are not yet found on grocery store shelves or restaurant menus, this is likely to change as production processes become more efficient and prices become more appealing to consumers. The critical question is, will consumers actually purchase it? Eric Schulze, a senior scientist at Memphis Meats, believes so. His company created the world’s first cell-cultured meatball and chicken strip, asserting that as the demand for meat increases, lab-grown options will help satisfy that need. According to the U.S. Department of Agriculture, meat consumption is set to hit a record high this year, averaging 222.8 pounds per person.
“The world loves meat,” Schulze remarked at a conference in Las Vegas last year. He highlighted that 96% of Americans consume meat daily, with global demand anticipated to double by 2050. Today’s consumers are also increasingly concerned about sustainability, which enhances the appeal of lab-grown meat, according to Schulze. He estimates that his company’s production process requires up to 90% less greenhouse gas emissions, land, and water compared to traditionally produced meat. He believes that consumers will embrace the concept, especially if the new foods replicate the taste and texture of conventional meats.
Venture capitalists appear 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. Simultaneously, the number of individuals adopting meat-free diets is on the rise. According to the Chicago Tribune, 31% of Americans go meat-free on certain days, while Google searches for “vegan” surged by 90% in the past year.
It remains uncertain whether vegetarians or vegans—a small segment of the overall consumer base—will accept lab-grown meats as they learn more about them. Much depends on their reasons for avoiding meat initially. For those who refrain from animal products for environmental reasons or concerns about livestock farming practices, lab-grown meat could be a suitable alternative. However, others may prefer to stick with their plant-based proteins, eggs, and milk. “It’s not an alternative to meat: it is meat,” said Paul Shapiro, an author and animal advocate, in an interview with Veg News. He explained that the cells in the lab grow as they do in an animal’s body, producing actual meat rather than meat substitutes. While he supports the development of lab-grown meats, he believes they will primarily attract meat-eaters seeking alternatives.
But will the public view lab-grown meats as real meat? The debate is beginning, even though no market date has been established for these products. The USDA has proposed distinct regulations for these items in an appropriations bill currently advancing through Congress. The U.S. Cattlemen’s Association also asserts that cultured meats require clearer definitions, having filed a petition with the federal government arguing that these products should not be labeled or marketed as “meat.” Companies involved in lab-grown meat have opposed this petition, with Memphis Meats CEO and co-founder Uma Valenti telling Food Navigator that such a decision would “stifle innovation.”
Surveys can indicate public sentiment, but there is no definitive way to gauge consumer reactions to cultured meats until these products are available in stores and on restaurant menus. For many buyers, the ultimate deciding factors may be price and taste. As the concept of lab-grown meat gains traction, companies producing these items should focus on robust marketing efforts to help customers understand their offerings and benefits, including the potential for enhanced nutritional value, such as life calcium citrate.