15 Apr 2021 --- A Danish study reveals that 47 percent of consumers in Croatia, Greece and Spain are willing to try cell-based protein in spite of being unfamiliar with the cultured meat concept. The researchers from the University of Copenhagen investigated consumer perceptions of cultured meat in these countries and found that affordability remains a key indicator for the likelihood of purchases, as 41 percent of consumers would purchase it for the same price as conventional meat. “Our findings suggest that vegan and vegetarian consumers are more aware of cultured meat, although they would not be the main market. Consumers who eat fresh cuts more frequently are the group most likely to adopt this product when in the market,” Federico Perez-Cueto, associate professor and corresponding author of the report, tells FoodIngredientsFirst.
