A recent study looked at perception of cultured meat in France and Germany, and whether there is a potential market for this novel food.
The researchers examined whether people would be open to buying this kind of meat, and what type of consumers are more likely to do so.
Overall they found that in both countries there is a substantial market for cultured meat. Germany has overall higher acceptance levels (58% would try cultured meat), compared to France (44%). This supports the researchers’ finding that only a minority of their German participants (45%) identifies as an omnivore, with everyone else either being a vegetarian, vegan, or flexitarian.
In both countries, younger people are more likely to accept cultured meat, while men and urban consumers are more likely to do so in France.
One finding which was most striking is that people who work in animal agriculture or meat processing were significantly more likely to say they would buy cultured meat, compare to those who do not work in these industries.
This is surprising, as more rural consumers tend to reject cultured meat believing that this technology would threaten animal farmers’ jobs. The authors suggest that farmers may see cultured meat as a way to deal with the mass demand for affordable meat. This would give them the opportunity to leave intensive industrial production and go back to more traditional ways of animal farming.
To our knowledge this is the first study that compared animal agriculture workers’ attitudes towards cultured meat with those of the rest of the population. The findings can be used as an argument to improve the attitudes of rural consumers towards cultured meat.
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