THE FLOOR TO THE CONSUMERS

The floor to the consumers

There have been several studies completed that have identified the main barriers and facilitating factors to consumers’ acceptance of cultivated meat. In this section, you can find useful links to articles and position papers from our research, including both national and international reports.

Our first study involved samples from adults in Italy and the Netherlands (N=500 for each nation), with representation of a variety of ages, genders, educational backgrounds and geographic residences. Both nations received the same standardized questionnaire. The quantitative study was based on an array of questions and scales of behaviour that have been proven to be valid and reliable measurement tools. 41% of the Italian participants considered cultivated meat “a good idea”, while the Dutch holding the same opinion are slightly fewer (35,5%).

The percentage of those who do not have a precise opinion, that is, they cannot assess cultivated meat as a good of a bad idea, is relevantly different between the two nations: 30,5% of the Dutch respondents and 22% of the Italian respondents.

According to you, cultivated meat is (percentage):

A good idea:40,9%

40,9%

A bad idea:37,1%

37,1%

I dont'n know:22,0%

22,0%

Italia

A good idea:35,5%

35,5%

A bad idea:34,0%

34,0%

I dont'n know:30,5%

30,5%

Netherlands

For the majority of the respondents, a cultivated-meat burger should cost less or about the same as a traditional beef burger. More than half of the Dutch interviewees (53,5%) opted for a desired lower cost.

If a cultivated meat burger were to be available tomorrow, how many of you would buy it?

Even though the majority of both samples were unwilling to buy it, the percentage of potential consumers of the new product is fairly consistent, being around 40%. Among the Italian interviewees this percentage is higher (46,4%) than among the Dutch respondents (40,7%).

According to you, in comparison to a traditional beef burger, a cultivated-meat burger should cost (percentage):

More:15,4%

15,4%

Same:39,4%

39,4%

Lower:45,2%

45,2%

Italia

More:10,4%

10,4%

Same:39,4%

39,4%

Lower:53,5%

53,5%

Netherlands

Willingness to buy a cultivated-meat burger

Unlikely purchase:53,6%

53,6%

Likely purchase:46,4%

46,4%

Italia

Unlikely purchase:59,3%

59,3%

Likely purchase:40,7%

40,7%

Netherlands