Cactus Fields

Case study

Early Adopters of Cultivated Meat in South Africa

North Mountain is working with Mzansi Meat Co. (Capetown, South Africa) to understand consumer adoption of cultivated meat in South Africa. The project aim is to profile the attitudes and sociodemographic of early adopters, who make up the high purchase interest segment of the consumer population.

Methods

  • We conducted a secondary analysis of open-access data collected by the Credence Institute in February 2021. The sample (N = 1087) was representative of South African consumers in terms of age, gender, race, and income.

  • In our analysis, we compared the early adopter segment (53% of the full sample) to the general population (100% of the full sample).

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Preliminary Findings

  • The typical South African early adopter could be described as young, Black, living in a large city or town, low-income, and who speaks English and/or isiZulu. They are an omnivore who currently consumes a medium amount of conventional meat and is open to paying more for cultivated meat. Overall, early adopters are very similar to the general population in terms of demographics.  income.

  • When considering a future in which conventional, cultivated, and plant-based meat are all widely available, early adopters envision cultivated meat to make up 36% of their future meat intake. This was slightly more than the general population, which envisioned their cultivated meat intake to be 30%.

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  • In terms of willingness to pay more for cultivated meat, half (51%) of early adopters were highly likely to pay more, and most (94%) were open to paying more. In the general population, 30% were highly likely to pay more, and 76% were open to paying more.

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  • Early adopters tend to report higher importance of motivations to purchase cultivated meat.

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Learn more

For detailed findings, please download the full peer-reviewed study in the open access journal, Frontiers.