Brazilian Consumers' Attitudes towards So-Called "Cell-Based Meat".

Area of Science:

• Food Science and Technology
• Consumer Behavior Studies
• Agricultural Economics

Background:

• Cell-based meat, also known as cultivated meat, is emerging as a novel food product with significant scientific and media attention.
• Understanding consumer perceptions is crucial for the successful market introduction of this innovative food technology.

Purpose of the Study:

• To investigate the attitudes of Brazilian consumers towards cell-based meat.
• To identify factors influencing the acceptance and willingness to consume cell-based meat.
• To explore consumer opinions on pricing and marketing of cell-based meat.

Main Methods:

• An online survey was conducted with 4471 Brazilian respondents.
• Data collected included willingness to try, regular consumption habits, price sensitivity, and opinions on product labeling.
• Statistical analysis was performed to identify demographic and socioeconomic factors influencing acceptance.

Main Results:

• 46.6% found cell-based meat promising and acceptable; over 66% were willing to try it.
• A majority (71%) preferred to pay less for cell-based meat than conventional meat.
• Job, income, age, and gender significantly impacted acceptance, with meat professionals and higher-income individuals showing less willingness for regular consumption.

Conclusions:

• Consumer acceptance of cell-based meat in Brazil is moderate, with significant price sensitivity and concerns about labeling.
• Demographic factors play a key role in shaping attitudes towards this novel food product.
• Findings provide valuable insights for companies targeting the future Brazilian market for cell-based meat.