Seed Grantee - Lauren Battle

Cultivated Meat in Australia: Bridging the Gap between Novelty and Consumer Acceptance

By Lauren Battle

In a world where the global population keeps growing and sustainability in all its forms is becoming a key focus for the success of future generations, what and how we eat is entering the spotlight. Ensuring food products satisfy our palate, wallet and conscience is the new challenge. With global meat consumption predicted to rise 76% by 2050, and 70% of all agricultural land use related to meat production (1-3), current livestock farming practices need to change drastically to be sustainable. But how can this be done without compromising on those factors many of us hold dear, particularly the taste and texture of meat? One highly viable possibility: cell-cultivated meat.

Defining Cell-Cultivated Meat: The Unseen Player in Australia's Culinary Landscape

Cell-cultivated meat, a relatively recent innovation originating in 2013, involves taking cells from a living animal, cultivating them in a laboratory setting, and transforming them into a meat product,  while the animal the cells were sourced from continues to live its natural life (4). This breakthrough technology offers a means to meet the increasing demand for meat without the environmental drawbacks associated with traditional livestock farming.

Despite its potential, the awareness of cell-cultivated meat in Australia lags behind other parts of the world. While applications have been submitted for Australian regulatory approval, understanding Australian consumer perceptions is crucial. The challenge lies in determining whether Australians are ready to embrace this sustainable alternative.

Australian consumer attitudes to eating meat are well-known (7, 9-14); however the same does not apply for cell cultivated meats.  In fact, most studies into this new field for Australian consumption are either globally based (meaning data on Australian consumers is collated with that of other countries, or exclude Australia entirely), or focus on identifying perceptions regarding one specific driver of choice at a time (5, 11, 15-29).  Yet this is not how people make decisions in the real world.  Rather, they consider multiple variables at once, identifying specific barriers and drivers that determine their final choice.

Research Methodology: Navigating the Complex Landscape of Consumer Choices

This study aimed to fill the gaps in our understanding of Australian perceptions regarding cell-cultivated meat. Unlike previous studies, we adopted a comprehensive approach, using a choice-based conjoint to explore multiple variables simultaneously (30). The study combined this with a questionnaire, drawing inspiration from a Croatian study, to create a baseline understanding of Australians' current beliefs, perceptions, and ideas about cell-cultivated meat (31).

Insights into Australian Consumer Perceptions

Surprisingly, our study revealed that Australian consumers demonstrate a better awareness of cell-cultivated meats than those in a similar Croatian study. However, almost one-third remains unaware of the technology's current existence and use, highlighting the need for increased education and awareness efforts. This is despite Sydney-based company Vow Foods’ application for regulatory approval with FSANZ regarding their cell cultivated quail product (8).

Terminology plays a crucial role, with 'cell-cultivated meat' emerging as the most preferred term among participants (36%) and lab-grown meat the least. Marketing and education around food choices become evident, as terms like 'free from hormones' (41%) gain favour over 'free from preservatives' (27%).

Australian participants showcase a willingness to try cell-cultivated meats, with over 60% of omnivores (meat and plant eaters), and 58% of flexitarians (occasional meat and mostly plant eaters) willing to give it a go. Even 40% of vegetarians were willing to try, suggesting a complex decision-making process influenced by various factors. Higher income levels correlate with a greater willingness to try, indicating that product cost may be a significant factor in consumer choices.

Concerns about the healthiness, moral and ethical aspects of cell-cultivated meat highlight the need for more awareness and knowledge dissemination. Just under 59% of participants were unsure about the health claims of this food, and 35-43% unsure of their moral and ethical stance regarding a food product created using cell cultivation. Notably, a subset of participants had already formed opinions on the taste of a product that is not yet available in Australia, raising intriguing questions about preconceived notions and their origins.

Moving Forward: Navigating the Path to Acceptance

Consistency and simplification of terminology firstly will aid consumers in product recognition. Connecting to that, broader awareness and education of cell cultivated meats via various marketing and advertising platforms will not only support product recognition, but also aid in increasing consumer knowledge, thereby removing some of those concerns currently in place. Further studies into consumer awareness and perceptions of cell cultivated meats will continue to provide useful information about the public’s perception of this fast-growing new food industry, while also broadening the participation base to create a clearer, even more accurate idea of Australia-wide opinions. As we eagerly await the availability of cell-cultivated meat in Australia, understanding and shaping consumer perceptions remain pivotal.

In conclusion, this study offers valuable insights into the nuanced landscape of Australian consumer perceptions regarding cell-cultivated meat. As the industry moves forward, these findings provide a foundation for targeted efforts in marketing, education, and product development, paving the way for a sustainable and widely accepted culinary future in Australia. The journey into this exciting frontier has just begun – let's see where it takes us!

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