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Consumers are less likely to try cultivated meat

By Joanie Dugan

Posted April 16, 2024

Meatball made from cultivated beef served in a London restaurant. (Mosa Meat (Wikimedia Commons))

The March Consumer Food Insights report from the Center for Food Demand Analysis and Sustainability at Purdue University shows most people are less willing to try laboratory-grown meat alternatives than conventional meat. 

The report surveys 1,200 Americans to track trends in food demand and sustainability behaviors. It includes some new questions each month. This time, consumers were asked about their perceptions of cultivated meat and whether they are willing to try it. The results compare people based on age and employment status.  

Cultivated meat is developed from animal cells and grown in a lab. It doesn’t require the slaughter of animals to be made, so advocates say it’s a more sustainable option than factory farming. 

But consumers aren’t all-in on cultivated meat yet. 

Around 90 percent of people are willing to try conventional beef, chicken, and pig, while around 60 percent are willing to try their cultivated counterparts. When asked to rate the perceived taste and healthfulness of the meats, consumers rated conventional meat nearly 2 points higher than the cultivated options. 

People are less likely to try exotic meats overall, regardless of if its cultivated or not.

Weekly household spending on food is an average of $190 per week. That’s a $5 decrease since last month’s report. Of that total, $124 is spent on food at home, and $66 is spent on restaurants and food outside the home. 

Retired consumers report spending about $168 per week on food. Working age adults (18-64) spend about $206. This could be due to a difference in household sizes between age groups. 

Consumers estimate food inflation at 6.5 percent - up from 6 percent in February. But the Consumer Price Index from the U.S. Bureau of Labor Statistics says it’s at 2.2 percent, down from 2.6 percent. This is consistent with previous reports; consumers tend to perceive prices rising at a high rate, although the CPI shows food inflation is falling. Prices are still higher, but they aren’t rising at the rate consumers perceive. 

Food insecurity indicates how easily people are able to access food. The national average remains around 12 percent. The group with the highest rate of food insecurity (27 percent) is working-age people who are not working. 

The Sustainable Food Purchasing Index measures how consumers’ shopping habits align with a healthy and sustainable diet, according to the EAT-Lancet Commission on Food, Planet, Health. Its categories include nutrition, environment, social, economic, security and taste. 

Retirement-age consumers tend to have more sustainable diets, especially in the economic and security categories. Only 3 percent are food insecure. This indicates a correlation between wealth and age. 

Retired consumers have the lowest food costs, and the lowest rate of receiving SNAP benefits. Thirty-four percent of working-age consumers who aren’t working report receiving SNAP. This is consistent with the higher rate of food insecurity for those people.