Perceived Value of Cultured Proteins as Novel Food in Canada: Generation Z Consumers in a Cross Generational Perspective

Abstract

A national Canadian survey, completed in October 2021 of 10,019 Canadians, provides detailed insight into the Canadian novel food marketplace. Questions gauged consumer perception, and openness to cultured proteins (CPs) across a range of considerations, juxtaposing Generation Z (those born between 1997 and 2005) with the broader Canadian average. Survey respondents, to a degree, are open to CPs commercialization, while mixed about the environmental and ethical value. CPs companies, regulators, policy-makers and investors need to be aware of the multi-dimensional aspects of consumer decision-making, backing claims with validated science. Overall value will need to be matched with taste and nutritional claims, built on trust, in Canada, and globally. Whether it is the social ethics of Generation Z that will become the strongest proponents of CPs (or aspirational consumers regardless of their age), market value creation for the emergent sector can think of brand validation, and the public-private motivations in an adaptive science.