A new report by EIT Food's Consumer Observatory found that 35% of European consumers are open to consuming cultivated meat, with younger and more educated individuals more willing to try biotech products. However, concerns about misuse by large corporations and unequal distribution of benefits were highlighted, particularly in major markets like France and Greece. To address these concerns, policymakers must prioritize transparency and labeling of biotech products, while retailers should provide clear information to consumers.

The report emphasizes the need to build consumer trust and awareness around the safety, healthiness, and environmental benefits of biotech products, such as cultivated meat. Perceived ethicality was found to be a key factor influencing consumer purchasing decisions, but concerns around safety, taste, and neophobia may hinder widespread acceptance. Overall, the report highlights the transformative potential of biotechnology in driving food innovation, enhancing climate resilience, and improving global health outcomes, emphasizing the importance of public trust and engagement in unlocking this potential for a sustainable and healthy future.