A new study conducted by Kadence International has revealed U.S. consumers’ attitudes toward “clean meat.” The study, which sampled over 2,000 U.S. consumers, aimed to understand the attitudes and consumption habits of meat and clean meat within the United States.
Clean meat—defined as “lab-grown” and made from miniscule muscles fibers—is designed to reduce the impact meat production has on the environment and animals.
The study found that only 17 percent of U.S. consumers have ever heard of clean meat. Industry studies report that two thirds of U.S. consumers are willing to try the lab-produced meat, compared to 75 percent in Belgium and Netherlands. However, only 27 percent of U.S. adults say they are likely to buy clean meat.
While 36 percent of consumers find the concept of clean meat appealing, only 1 in 5 believe that clean meat production will help the environment. A similar number feel is would be more humane than other meat products.
The research also found that there is a growing trend within the U.S. for adults to eat meatless dinners at least once a week– 40 percent of consumers state that they now eat meatless at least once a week, while a further 20 percent abstain from meat at least twice a month.
Healthy living has been a driving force, especially for younger consumers, for those who turn to vegetarian, pescatarian or vegan diets. The study showed 43 percent believe that turning veggie, vegan or pescatarian is contributing to overall health; and 18 percent have turned to a meatless diet in a bid to lose weight.
Miriam Konz, managing director at Kadence International, said, “U.S. adults, especially the younger generation, are becoming more concerned with where their food comes from and the effect it has on the environment. However, U.S. attitudes toward clean meat are still significantly lower than consumers within countries such as Belgium and Netherlands. There may be many reasons for this, but currently it seems that there is a skepticism regarding clean meat within the U.S. Many consumers question the taste/texture and are uncertain about the positive effects on the environment and claims that clean meat is more humane for animals.”