Seventy-two percent of Generation Z are not ready to accept cultured meat, according to a study carried out by University of Sydney and Curtin University. 

Defined as individuals born between 1995 and 2015, ‘Gen Z’ constitutes 20 percent of Australia’s population. Choices made by these young consumers will therefore significantly impact the economy and environment.

Lab grown meat: A sensible option, but not ready

Cultured meat is defined in the survey as a lab-grown meat alternative produced by in-vitro cell cultures of animal cells, rather than slaughtered animals.

Despite expressing distaste for it, 41 percent of study participants considered cultured meat to be a sensible and viable option for helping to improve animal welfare and the environment.

“Our research has found that Generation Z – those aged between 18 and 25 – are concerned about the environment and animal welfare, yet most are not ready to accept cultured meat and view it with disgust,” explained lead researcher Dr Diana Bogueva from the University of Sydney’s School of Chemical and Biomolecular Engineering and the Centre for Advanced Food Enginomics.

The majority of respondents expressly stated concern about the impacts of traditional livestock farming; yet they were unclear about what those impacts were. If lab-grown meat products are to have the necessary positive impact, its benefits must be clearly conveyed to consumers; specifically regarding the reduction in greenhouse gas emissions.

“In-vitro meat and other alternatives are important as they can help to reduce greenhouse emissions and lead to better animal welfare conditions,” said Dr Bogueva.

“However, if cultured meat is to replac livestock-based proteins, it will have to emotionally and intellectually appeal to the Gen Z consumers. It may be through its physical appearance, but what seems to be more important is transparency around its environmental and other benefits.”

Attitudes towards lab-grown meat

Gen Z’s main problems with lab-grown meat can be summarised as follows:

• 17 percent rejected all alternatives, including cultured meat, seeing it as chemically produced and heavily processed
• 11 percent rejected all alternatives in favour of increased consumption of fruit and vegetables, claiming they will stick with a vegetarian diet
• 35 percent rejected cultured meat and edible insects but accepted plant-based alternatives because they “sounded more natural” and are “normal”
• 28 percent believed cultured meat was acceptable or possibly acceptable if the technology could be mastered
• Nine percent accepted edible insects but rejected cultured meat as it was too artificial and not natural, like insects.