Affordability Is the Main Barrier to Cultivated Meat in Urban India, GFI India Study Finds

A study conducted by the Good Food Institute India found that urban meat eaters in India are willing to pay at most 15-20% more for cultivated meat compared to conventional meat. The survey revealed that 94% of respondents are interested in trying cultivated meat, with affordability being identified as the main barrier to adoption. The report highlighted that awareness of cultivated meat remains shallow among consumers, with social media serving as the main source of information.

Participants in the study expressed a preference for chicken as the entry point for cultivated meat consumption, expecting to incorporate it alongside conventional meat initially. Regulatory approval and safety certification were identified as key trust factors for consumers, with terminology also influencing responses. The study indicates that consumer acceptance of cultivated meat in India will depend on factors such as taste, affordability, accessibility, and the communication of the science and safety behind the product.