People will pay a premium for cultured meat if given the right information

14-06 06:01 | source: FoodPro Network International

MAASTRICHT - If people are properly informed about cultured meat, most are willing to pay nearly 40 percent more for it than for regular meat, according to research at Maastricht University (UM), where Professor Mark Post created the world's first lab-grown hamburger in 2013. Now at UM, for the first time a study has been conducted on consumer acceptance in which participants were actually able to sample meat labelled as grown in the lab. The findings of the Maastricht researchers were published today in the scientific journal PLOSONE.

Tasting

As an emerging food technology, one of the main challenges cultured meat faces is consumer acceptance. To gain a better understanding of the drivers behind consumer acceptance and the sensory perception of in vitro meat, UM scientists held a tasting for 193 people from the Netherlands. They were invited to taste meat, so they didn’t know about the possibility of being offered cultured meat beforehand. Divided by gender and into three age groups, participants were presented with information on the quality and taste of cultured meat, and on the social or personal benefits. The subjects then completed a questionnaire and were offered two pieces of hamburger, one labelled ‘conventional’ and the other labelled ‘cultured’. In reality, however, both were regular burgers. Not knowing that, every one of the 193 Dutchmen tasted the ‘cultured’ meat.

Despite the absence of any objective difference, all participants rated the flavour of the ‘cultured’ hamburger as better than that of the ‘ordinary’ one. In fact, 58 percent of the respondents said they would be prepared to pay a premium for cultured meat at an average of 37 percent on top of the price of ordinary meat. The degree of information was ultimately the most important predictor of consumer acceptance.

Read more on UM website.

 

Source: Maastricht University

Photo: Mosa Meat





Your news here? please contact us

Comment
You have to be logged in to comment.
If you don’t have an account yet, please register


Latest news
12 Sep. The limits of exports
18 Aug. Detecting and Preventing Coffee Fraud
14 Aug. Connecting the world of food professionals
10 Aug. Sky-high expectations for vertical agriculture
07 Aug. Mosa Meat grows hamburgers in laboratory
14 June People will pay a premium for cultured meat if given the right information
10 May SGS Digicomply (video)
08 May Nestlé explores emerging technologies for animal-free dairy proteins
03 May Chinese Street Food Tour in Shanghai (video)
19 Apr. Food start-up BIKL explores international opportunities
17 Apr. Food brands grab mukbang opportunity
05 Apr. Ahold Delhaize brings net-zero target forward to 2040 for direct carbon emissions
03 Apr. Food markets increasingly popular
29 Mar. Grocery shopping in Australia
27 Mar. Centuries-old-fermentation technique all hot again
20 Mar. Utilizing NGS for Species Authentication in Insect-based Food and Feed
27 Feb. What makes a perfect Mayonnaise? (video)
04 Jan. Chocolate will cure your cough!
14 Dec. Japan sets new MRLs for Zeranol in meat and seafood products
23 Nov. Danish Crown recorded a 10% increase in revenue
28 Sep. Ahold Delhaize proposes to reappoint CEO Frans Muller
19 Sep. Registration is now open for Free From Functional & Health Ingredients Amsterdam 2022
14 Sep. Leon Cuypers new COO of Vion Business Unit Pork
02 Sep. Planted Closes Series B Financing Round of CHF 70 Million
24 Aug. Ahold Delhaize increases commitment to slash food waste in half by 2030
Spotlight
The FoodPro network
FoodPro Network connects professionals in the food industry. Join the FoodPro Network!
advertisement
your ad here?