Adoption of Cultivated Meat in the US and UK
North Mountain partnered with Aleph Farms (Rehovat, Israel) to conduct a segmentation study on consumer adoption of cultivated meat in the US and UK. The aim of this study was to assess the US and UK consumer markets and a range of preferences around cultivated meat relating to nomenclature, genetic modification, health enhancements, and other features.
The final adult weighted sample size was 4,052 participants-- with 2,018 individuals in the US and 2,034 in the UK. We matched the adult population using interlocked sex and age (18-74) groups to fit within generational segments. In addition, we met geographic region and race/ethnicity quotas in the US, and region quotas in the UK.
We segmented consumers by country, generation, and likelihood of trying cultivated meat.
Our findings showed a high level of openness to trying cultivated meat (80%) in both the US and UK populations, with 40% somewhat or moderately likely to try and 40% highly likely to try. Younger generations had the greatest openness to trying.
When considering a future in which conventional and cultivated meat are both widely available, all segments envisioned cultivated meat to be nearly half of their total meat intake.
In both countries, support for cultivated meat production increased dramatically after learning more detail about the technology, shifting from the initial 26% who were highly supportive to 38% who were highly supportive after reading a narrative.