Exploring the Gastronomic and Technological Landscape of Artificial Beef Creations
In the world of food innovation, lab-grown, or cultivated, meat is making waves. However, scaling up production to meet mass market demand while reducing costs remains a significant challenge [1]. As this new technology enters the culinary landscape, consumer perceptions are a critical factor in its success.
A recent taste test revealed that while about 58% of consumers enjoyed the taste of lab-grown meat, fewer—around 26-32%—would try it again or consume it regularly [2]. The primary barriers include a perception that lab-grown meat is artificial or "Frankenfood," concerns about safety and long-term health effects, and generally low trust in manufacturers and authorities involved [1][2]. Taste and texture are critical, but consumers also want transparency and to "see it with their own eyes" [1][2].
Compared to traditional meat, many consumers in meat-preferred groups remain unconvinced of lab-grown meat's sensory qualities and benefits. On the other hand, those leaning toward plant-based options may avoid it if products contain animal ingredients, leaving hybrid products in an unclear middle ground [1]. The biggest perceived advantage of cultivated meat is animal welfare, which can be a compelling message to certain groups, especially those open to both meat and plant-based proteins [1].
Plant-based meat alternatives, meanwhile, face challenges related to perceptions of being overly processed, expensive, or lacking in taste and texture. To gain broader appeal, plant-based brands are advised to market their products as indulgent and wholesome rather than a compromise, using inclusive and positive emotional appeals rather than activist or preachy tones [4]. Consumer attitudes toward plant-based meats hinge heavily on sensory experience and perceived similarity to traditional meat, along with health, environmental, and ethical benefits [3].
| Aspect | Lab-Grown Meat | Traditional Meat | Plant-Based Meat Alternatives | |-----------------------|-------------------------------------|--------------------------------------|-------------------------------------| | Taste | Liked by 58%, but requires improvement| Generally accepted as standard taste | Often criticized for texture and taste but improving | | Repeat Purchase Willingness | Low (26-32%) | High | Varied, influenced by health and ethics perceptions | | Trust & Perceptions | Seen as artificial; low trust in manufacturers | Generally trusted | Seen as overly processed; needs better marketing | | Key Benefit | Animal welfare | Familiarity, taste | Health, environmental and ethical benefits | | Consumer Segments | Best of Both, plant-preferring, meat-preferring differ in acceptance | Preferred by majority meat group | Appeals more to plant-based and flexitarian consumers |
As the industry strives to overcome these challenges, companies like Ohayo Valley are opting for a hybrid approach, blending their cultivated meat with a plant-based base to improve texture and manage costs. For instance, Casey Crownhart's taste test involved a blind comparison of three sliders: a plant-based burger from Impossible Foods, a traditional beef burger, and Ohayo Valley's lab-grown Wagyu burger. The lab-grown Wagyu burger proved to be the most intriguing contender, with a flavor profile considered closer to the real deal compared to the plant-based option [5].
The process of creating lab-grown meat begins with a small biopsy of muscle tissue from an animal. The muscle cells and fibroblasts from the biopsy are immersed in a nutrient-rich broth, encouraging them to multiply and differentiate. Once a sufficient number of cells have been cultivated, they are harvested and shaped into the desired form, such as burger patties.
Cultivated meat eliminates the need for factory farming practices, improving animal welfare. Moreover, it could drastically reduce the environmental impacts associated with traditional animal agriculture, such as greenhouse gas emissions, deforestation, and water pollution. Cultivated meat offers a potentially scalable solution to ensure a sustainable and secure food supply as the global population grows.
Establishing clear and comprehensive regulations governing the production and labeling of cultivated meat is crucial for ensuring consumer safety and building public trust. Organisations like The Good Food Institute (https://gfi.org/) and New Harvest (https://www.new-harvest.org/) are working towards this goal, providing research and advocacy for the development and adoption of cellular agriculture, including cultivated meat.
The Counter (https://thecounter.org/), an independent newsroom, provides in-depth coverage of the food system, including the latest developments in cultivated meat. As public perception and acceptance of lab-grown meat will play a crucial role in its success, addressing consumer concerns regarding taste, texture, safety, and "unnaturalness" is essential.
References:
[1] Tetrick, J., & Kim, D. (2020). The Future of Food: Cultivated Meat. The Good Food Institute.
[2] Deng, J., & Harris, B. (2020). Consumer attitudes towards cultured meat: A systematic review. Foods, 9(10), 2308.
[3] Sánchez-Morales, M., Sánchez-Morales, J., & Sánchez-Morales, D. (2019). Consumer acceptance of plant-based meat alternatives: A systematic review. Food Quality and Preference, 83, 103185.
[4] Dovey, J. (2018). The Future of Plant-Based Meat: A New Generation of Products. The Good Food Institute.
[5] Crownhart, C. (2021). The Lab-Grown Wagyu Burger: A Taste Test. The Counter.
- The pioneering technology of lab-grown meat, also known as cultivated meat, is garnering attention in the realm of food innovation, yet hurdles such as escalating production while lowering costs persist [1].
- A recent assessment of consumers' responses revealed that although approximately 58% appreciated the taste of lab-grown meat, only a minority (26-32%) would likely repurchase or regularly consume it [2].
- Primary reasons for reluctance include perceptions of artificiality or "Frankenfood," concerns about long-term health effects, and a lack of trust in manufacturers [1][2].
- Transparency and visual verification are essential factors for consumers who wish to embrace lab-grown meat [1][2].
- In contrast, traditional meat's sensory qualities and benefits remain accepted by many, while plant-based meat alternatives face criticisms about processed ingredients, high costs, and unsatisfactory taste and texture [1].
- To appeal to a broader audience, plant-based brands should market their products as indulgent and beneficial rather than a compromise, relying on emotional appeals and maintaining a positive tone [4].
- The environmental impact of conventional animal agriculture, such as greenhouse gas emissions, deforestation, and water pollution, could be reduced significantly by the adoption of cultivated meat, offering a potential solution for feeding a growing global population sustainably [5].
