Americans Are Totally Down to Try Lab-Grown Meat, Says New Study

Just under half say they would buy it regularly.

By Ethan L. Johns
August 01, 2018

Image: iStock

Would you try it?

When it made headlines in 2013, the world’s first lab-grown burger was shocking, in part, for its price tag. Five years later, the food industry is in the middle of a veritable arms race to bring enough lab-grown protein to market.

As it turns out, Americans are pretty jazzed to sink their teeth into it, according to new, independent research released on Wednesday.

The study, performed by animal advocacy research organization Faunalytics, deals with consumer concerns and perceptions around “Clean Meat,” which is the term preferred by the industry. A heated debate is currently underway, as to whether it should legally be called “cultured meat,” “in vitro meat” or “lab-grown meat.”

After providing participants with one of four positive “Clean Meat” messages, 66 percent of participants were willing to try the stuff. (Yes, that may be the smell of bias, but the study is about the best ways to convince people to eat it, after all).

About 46 percent of those willing also reported that they would be willing to buy it regularly. This is a marked improvement over a 2017 study that referred to lab-grown meat as “in vitro,” which found about 33 percent of participants willing to buy it regularly.

With lab-grown meat destined for the market, and with consumers becoming more comfortable with meat-like alternatives with a lower environmental and ethical impact, perhaps the question needs to be flipped:

Why wouldn’t you try it?

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns