60% of US Consumers Open to Cultivated Chicken, Beef, & Pork Despite Taste and Health Doubts, Finds Survey

A survey conducted by Purdue University found that despite taste and health doubts, around 60% of US consumers are open to trying cultivated chicken, beef, and pork in restaurants. The survey presented participants with both familiar and exotic animals and asked them to group them based on their willingness to try conventional and cultivated meats. While consumers were generally more willing to eat animal-derived meat compared to cultivated meat, a significant portion expressed openness to trying cultivated versions of chicken, cow, and pig.

However, the survey also revealed that consumers perceive cultivated meat as less tasty and less healthy than conventional meat. Despite this, there may still be a market for cultivated meats among a substantial portion of consumers who are not willing to try traditional versions. The study suggests that more work needs to be done in messaging to change consumer perceptions of cultivated meat.