Consumers' perception of cultured meat relative to other meat alternatives and meat itself: A segmentation study.

Abstract

Cultured meat is still under development but could possibly serve as a meat alternative. As a result, the acceptance and perception of cultured meat have received considerable attention in consumer research. However, only few comparisons to meat or meat alternatives have been made, which makes it unclear how cultured meat compares to these products. This is the first study to directly compare cultured meat to plant-based meat alternatives (PBMA), fish, insects, and conventional meat. Dutch consumers (n=288) evaluated their perception and willingness to consume (WTC) patties made from the five sources listed above. Consumer segmentation based on the WTC ratings was performed, and the resulting clusters were compared in terms of their preferences, perception of cultured meat, and demographic and psychographic variables. To see if naming affected consumers' cultured meat perception, respondents were assigned to one of five naming conditions for cultured meat. The clusters analysis yielded three clusters, two of which showed moderate WTC cultured meat. The first cluster could be characterized as "meat lovers." Their WTC was strongest for conventional meat, followed by cultured meat, and tastiness was their main driver of WTC. The second cluster's preference was fish, followed by PBMA, with naturalness, safety, and tastiness being their drivers of WTC. The third cluster's highest WTC was for PBMA, followed by cultured meat. Among their drivers of WTC were healthiness, sustainability, and animal friendliness. Psychographic variables were highly valuable in explaining the clusters. Finally, no effects of naming for cultured meat were observed. PRACTICAL APPLICATION: The results contribute to the design of guidelines to promote different meat alternatives considering specific target populations.