Consumer appetite and interest for cultured meat is primarily driven by the novelty factor, explained Kevin Ryan, founder of Malachite Strategy and Research.
Ryan spoke alongside Charlie Arnot, the CEO of the Center for Food Integrity (CFI), and Eric Schulze, Vice President of Product and Regulation at Memphis Meats during CFI NOW: Cell-Based Protein – Consumer Appetite & Emerging Markets.
“When people are asked [about their opinions on] alternative meats, they say that it is healthier and more environmentally friendly,” Ryan explained. “What’s interesting is that the number one reason, at this point at least, is curiosity.”
Meat companies may see the novelty factor as a red flag, but Ryan sees it more as a naturally occurring phase associated with new foods.
The cultured meat consumer
Consumers who express interest in trying cultured meat typically earn a high income, are younger than 45 years of age, male and college educated.
In addition, a flexitarian diet is usually associated with a desire to try cultured meat, said Ryan. Consumers who eat this diet still consume meat but are trying to cut back, typically citing health, planetary health, animal welfare or social responsibility reasons.
Another choice to meet growing demand
Cultured meat offers consumers an alternative protein source, one that is needed given the anticipated growth in population over the next 50 years.
“The demand for food is skyrocketing and a good portion of that demand is for meat. In the next 50 years, we expand the demand for meat to more than double,” Schulze said. “We want to be part of that solution by providing consumers with another choice.'
Innovation has played a major role in food production and innovation throughout history. For example, the animals eaten today – like the cow or the chicken – were domesticated less than 12,000 years ago, Schulze said, calling the modern food animal a “human invention.”
“We just see ourselves as the natural evolution” for the next step in meat, he added.
Attend the 2021 Chicken Marketing Summit
Ryan will be the keynote speaker at the 2021 Chicken Marketing Summit, where he will discuss the societal and consumer trends that will shape the future of food and how chicken companies can adapt products and messaging to meet the desires and needs of the consumers of tomorrow.
The 2021 Chicken Marketing Summit will be held at the Omni Amelia Island Resort in Fernandina Beach, Florida on July 18-20. This year, the conference will shine a light on what consumers will be looking for in the post-pandemic world and how poultry marketers can find success in the marketplace.
For more information and to attend, visit: www.wattglobalmedia.com/chickenmarketingsummit/
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