Cultured meat, in particular beef, is an emerging food technology potentially challenged by issues of consumer acceptance. To understand drivers of consumer acceptance as well as sensory perception of cultured meat, we investigated the effect of information content on participants' acceptance of cultured meat in a tasting context. Hundred ninety-three citizens from the Netherlands participated, divided across three age and sex-matched groups which each received information on either societal benefits, personal benefits or information on the quality and taste of cultured meat. They filled out a questionnaire and tasted two pieces of hamburger, labeled 'conventional' or 'cultured', although both pieces were in fact conventional. Sensory analysis of both hamburgers was performed. We observed that provision of information and the tasting experience increased acceptance of cultured meat and that information on personal benefits of cultured meat increased acceptance more than information on quality and taste but not than societal benefits of cultured meat. Previous awareness of cultured meat was the best predictor of its acceptance. In contrast to previous studies, sex and social economic status were not associated with different acceptance rates. Surprisingly, 58% of the respondents were willing to pay a premium for cultured meat of, on average, 37% above the price of regular meat. All participants tasted the 'cultured' hamburger and evaluated its taste to be better than the conventional one in spite of the absence of an objective difference. This is the first acceptance study of cultured meat where participants were offered to eat and evaluate meat that was labeled 'cultured'. We conclude that having positive information importantly improves acceptance and willingness to taste and that the specific content of the information is of subordinate importance. Awareness of cultured meat is the best predictor of acceptance.

The negative impacts of meat consumption for animals, the environment, and human health are more pressing than ever. Although some evidence points to an ongoing reduction in meat consumption in Europe, consumers are overall unwilling to cut their meat consumption in a substantial way. The present study investigates dietary identities and perceptions of cultured meat in nationally representative samples from Germany (n = 1000) and France (n = 1000). Participants were recruited through an Ipsos panel to answer an online survey, which included questions about their current and intended consumption of conventional meat, as well as questions about their opinions of cultured meat. We find that, whilst rates of vegetarianism were relatively low in France, unrestricted meat-eaters were a minority in Germany, and concern for animal welfare was the most common reason given for meat reduction. Substantial markets for cultured meat exist in both countries, although German consumers are significantly more open to the concept than the French. Strikingly, cultured meat acceptance is significantly higher amongst agricultural and meat workers, indicating that those who are closest to existing meat production methods are most likely to prefer alternatives. We found some evidence that pro-cultured meat messages, which focus on antibiotic resistance and food safety, are significantly more persuasive than those that focus on animals or the environment. Furthermore, consumers project that they would be significantly more likely to consume cultured meat that does not contain genetically modified ingredients. Overall, we find substantially large markets for cultured meat in Germany and France, and identify some potential ways to further increase acceptance in these markets. We conclude by highlighting the most promising markets for cultured meat, and highlighting a lack of antibiotics as a potentially persuasive message about cultured meat.

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