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Case study
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.
Methods
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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.
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We segmented consumers by country, generation, and likelihood of trying cultivated meat.
Findings
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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.
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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.
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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.
Learn more
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For detailed findings, please download the full peer-reviewed study in the open access journal, MDPI Foods, or read a popular press article in The Guardian.