New Studies Say Alt Protein Manufacturers Must Consider “Cultural Landscape of Meat” to Find Success in Europe

Two new studies conducted by the EIT Food Consumer Observatory indicate that in order to achieve widespread adoption of cultivated meat and alternative proteins in Europe, the food industry must consider the cultural landscape of meat. The Reimagining Protein report emphasizes the need to reshape public perceptions of both cultivated and conventional meat, as many consumers currently view conventional meat as natural and familiar. Manufacturers must focus on building consumer trust in the safety, healthiness, and environmental benefits of cultivated meat, while increasing awareness of the impacts of conventional meat.

The More than Meat study delves into the cultural meaning of meat consumption and production across 17 countries, highlighting that meat often represents tradition, identity, and community, while alternatives are seen as artificial. To increase acceptance of alternative proteins, brands should emphasize the healthiness and transparency of meat alternatives, positioning them as indulgent choices rather than compromises. By understanding the role of culture in the perception of meat, the food industry can support a sustainable shift that is accepted and embraced by diverse European consumers.