Are UK Consumers Willing to Try Cultivated Meat?January 26, 2022
Research conducted by the UK Food Standards Agency (FSA) reveals that a third of UK consumers would try cultured meat, and a quarter would try edible insects. It also revealed that 6 in 10 people are willing to try plant-based products.
An online survey conducted between December 20211 and January 2022 by Ipsos MORI on behalf of FSA, it included 1,930 adults aged 16-75 living in England, Wales, and Northern Ireland.
Important highlights of the study include the following:
- Awareness of alternative proteins is high among consumers, with 90% of respondents reporting that they had heard of plant-based proteins, 80% had heard of edible insects and 78% had heard of lab-grown meat.
- 77% of respondents perceived plant-based proteins as being safe to eat compared to half (50%) for edible insects and 30% for lab-grown meat.
- Six in 10 respondents were willing to try plant-based proteins in their diet, because they thought it was safe to eat (44%), for health reasons (39%), or environmental or sustainability (36%) reasons.
- 34% were willing to try lab-grown meat and 26% were willing to try edible insects. Environmental and sustainability were the most common reasons for trying lab-grown meat (40%) and edible insects (31%).
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