Consumer Perception of Cultivated Meat

Cultivated meat, also known as lab-grown, in-vitro, cellular or cultured meat, is seen as a cutting-edge advancement in food technology, offering a novel solution to avoid some of the negative impacts of the traditional meat industry, related to climate change, environmental pollution, animal welfare and public health. Despite this potential, consumer perceptions about cultivated meat is a complex and evolving topic, influenced by a myriad of factors ranging from concerns about taste and naturalness and its real ecological footprint to ethical and religious considerations. Other technological challenges are selecting suitable cell sources, achieving cost-effective scalability, transitioning to cruelty-free and food-grade media and addressing regulatory complexities. Whilst this technology continues to attract financial interest and investments, ultimately its success depends on securing widespread consumer acceptance. This chapter provides a comprehensive overview of the current state of the technology and the consumer perception about cultured meat, referencing recent (2020–2024) academic studies and reports. Perception about cultured meat is related to acceptance and attitudes displayed by consumers. Whilst there are differences, there seems to exist a consensus about cultured meat’s potential and role in improving animal welfare and its contribution to environmental sustainability.