Younger consumers are showing more willingness to eat cultivated meat – IPSOS

UK – A new study by global research firm Ipsos shows that younger people in Britain are far more open to trying cultivated meat compared to older generations.

According to the survey, 47% of Gen Z respondents, those born between 1997 and 2012, said they would be willing to eat meat produced from animal cells in a lab.

This compares to just 21% of Baby Boomers, who were born between 1946 and 1964, indicating a stark generational divide.

The survey also found that 39% of Millennials (1981–1996) and 22% of Gen X (1965–1980) participants were open to the idea of eating cultivated meat products.

Despite this interest from younger people, the research revealed that most British adults remain unfamiliar with cultivated meat altogether.

In fact, 58% of those surveyed said they either had no knowledge of or had never heard about lab-grown meat.

Ipsos suggested this gap in awareness could represent a significant market opportunity for producers looking to enter or expand in the British market.

When asked about potential benefits, 33% of respondents said the main advantage of cultivated meat was that it does not involve killing animals.

Environmental reasons also emerged, with 21% of those surveyed saying lab-grown meat is better for the planet.

Another 20% cited a lower risk of diseases spreading from animals to humans as the primary benefit of switching to cultivated meat.

Smaller groups believed cultivated meat required less land (19%) and produced fewer greenhouse gas emissions (19%) compared to conventional animal farming.

Concerns About Health and Cost Persist

While some people are open to the idea, the research also uncovered several concerns that could hinder acceptance.

Nearly half of respondents (48%) said they were unsure about the long-term health effects of consuming lab-grown meat.

Additionally, 42% felt that cultivated meat was unnatural, raising questions about its appeal among traditional consumers.

Cost was also an issue, with 25% pointing out that the current production of cultivated meat remains expensive.

Peter Cooper, director of global omnibus services at Ipsos, said the findings show promise for the sector but also highlight challenges.

He noted that producers have an opportunity to influence public perception before misinformation or scepticism takes hold.

However, he emphasized that concerns around health will need to be addressed before environmental or ethical selling points can gain wider acceptance.

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