A new survey on attitudes toward cultivated meat in Europe commissioned by the Good Food Institute Europe reveals that people across the continent believe consumers should be able to decide whether to eat or not cultivated meat after EU regulators deem it safe for consumption.
The survey carried out by YouGov and touted as one of the largest “of its kind” ever conducted, polled over 16,000 consumers across 15 European countries: Belgium, the Czech Republic, Denmark, France, Greece, Hungary, Italy, the Netherlands, Poland, Portugal, Romania, Spain, and Sweden. Meanwhile, a separate poll focused on Austrian and German consumers.
“Cultivated meat must go through one of the world’s most rigorous regulatory processes before it will be available in the EU”
The findings show that participants in 13 countries favour its introduction into the market. For example, 69% in Portugal, 65% in Germany, 63% in both Austria (where agriculture officials are petitioning to ban it) and the Netherlands, 62% in Denmark, 61% in the Czech Republic, 58% in Spain, and 57% in Belgium.
Interestingly, the results have found significant backing for cultivated meat even in Italy (53%), where the government banned the technology last year. The lowest support came from Romania and France, with 48% and 49%, respectively.
Seth Roberts, senior policy manager at the Good Food Institute Europe, said: “Cultivated meat must go through one of the world’s most rigorous regulatory processes before it will be available in the EU. This survey shows people across a wide range of countries believe that once it’s been approved, it should be down to consumers to decide whether or not they want to eat it.”
Awareness varies, but interest is high
According to the survey, awareness of cultivated meat varies considerably across Europe. When participants were asked if they had heard about it, 61% of Dutch respondents reported being familiar with it, while only 23% of Greeks expressed the same.
When asked if they knew much about cultivated meat, only 20% of respondents stated they were very knowledgeable about it in most countries. Notably, Italy ranked first, with 21% of surveyees affirming this.
When examining the willingness of people to try cultivated meat, the survey found a high level of interest in eight countries, including Portugal, the Netherlands, the Czech Republic, Spain, Belgium, Sweden, Denmark, and Poland. Over 50% of respondents expressed willingness to try cultivated meat at least once, indicating a strong potential for consumer adoption. Six other countries exceeded 40% in agreement, including Italy, Hungary (where politicians find ‘novel foods’ a threat to traditions), and France.
Benefiting the economy
The new survey also highlights that many consumers see potential economic benefits from the domestic production of cultivated meat. In 14 countries, over 50% support national production. Participants from Germany and Austria showed the highest support, reaching 66%, followed by 64% in Portugal, 62% in Czechia, and 60% in Denmark, Sweden, and the Netherlands. Only 38% of participants in Romania thought that producing cultivated meat in the country was significant for the local economy.
“Europe ( … ) is well-placed to become a world leader in cultivated meat”
The survey, which also explored consumer preferences regarding labeling, found that majorities across most countries believe packaging should utilize familiar terms like “chicken,” “burger,” and “sausage” while indicating ‘clearly’ the production method. The Good Food Institute says this suggests a desire for transparency alongside clear differentiation from traditionally farmed meat.
Roberts added, “Europe, as home to dynamic businesses and some of the world’s best scientists, is well-placed to become a world leader in cultivated meat. It’s great to see so many Europeans are ready for its arrival as part of a diversified food system. Policymakers should recognise cultivated meat’s potential to boost food security by supporting this rapidly growing sector.”
