Health Remains Americans’ Key Consideration for Plant Proteins and Cultivated Meat

Health remains a top priority for Americans when considering plant proteins and cultivated meat, as revealed by two consumer surveys. The overconsumption of meat in the US contributes significantly to the country's large climate footprint, with many Americans unaware of the link between meat consumption and greenhouse gas emissions. While interest in plant-based eating has grown, meat still dominates American diets.

Plant-based brands face challenges in attracting new customers, with cost being a significant barrier. Health, sustainability, and taste are important considerations for consumers when choosing plant-based options. On the other hand, cultivated meat is gaining acceptance, particularly in restaurant settings, although traditional meat is still perceived as tastier and healthier. The introduction of new, innovative foods, rather than imitation of conventional meats, may be key to changing consumer behavior towards alternative protein sources.