A new ProVeg report addresses how the ways in which images in the media have a significant influence on consumer acceptance and perceptions of cultivated meat. Interestingly, 62% of respondents in the UK show an interest in purchasing cultivated meat regardless of the type of images seen.
The report, which can be downloaded here, is based on a survey of 750 people in the UK and looks into consumer attitudes and understanding of cultivated meat, based on exposure to different images, and provides clear recommendations to brands and media alike on presenting cellular agriculture products to the public.
Presenting an accurate image
“Consumers frequently see lab-based images associated with cultured meat across different media. However, the existing photos tagged as cultured or lab-grown meat on stock photo sites are usually images of conventionally produced meat placed in petri dishes. We encourage journalists and companies to use pictures of final products that give the public a more accurate idea of what cultured meat looks like,” comments Mathilde Alexandre, Cell-Ag Project Coordinator.
Key findings include:
- There is a strong likelihood of trying and purchasing cultivated meat in the UK, regardless of the image presented. 62% of respondents who were shown lab-based images and 62% of respondents who were shown food-based images said that they were likely or very likely to try cultivated meat.
- Food-based pictures of cultivated meat led to more positive sentiments compared to lab-based images. When presented with food-based images of cultivated meat, 54% of respondents agreed or strongly agreed that cultivated meat is nutritious and 47% of respondents agreed or strongly agreed that cultivated meat is tasty. By comparison, when presented with lab-based pictures, only 51% of thought cultivated meat was nutritious and only 35.5% of people thought it would be tasty.
- In line with previous research, the ProVeg survey indicates that a majority of respondents have a poor understanding of cultivated meat. A total of 57% of the 750 participants surveyed showed no understanding at all of cultivated meat, while 15% had an incorrect understanding of the term, for example stating that it was “plant-based”.
In addition to this report, ProVeg has compiled a communication guide to provide an understanding of who the potential consumers of cultivated meat are – and which communication strategies have the potential to lead to greater acceptance. The data contained in the report will help companies more effectively target their audience as and when cultured meat receives regulatory approval in the major markets across the world. So far, only Singapore has approved a cultured meat product for the open market.
The report, called “Communicating about cultured meat – a definitive industry guide”, can also be downloaded here.