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Plant-Based and Clean Meat in the USA, India, and China

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Consumers in India who perceived production of clean and plant-based meat to be more ethical and sustainable were more willing to eat these products than consumers with the same views in the U.S. and China.

ALEXANDER HOLST: ‘In recent years, we’ve seen an increased focus on alternative meat products, particularly plant-based meat and clean meat… Researchers have been exploring consumer acceptance towards meat substitutes for some time now. However, most of that research has focused on consumers in the U.S. and Europe. Few studies have looked into other markets where demand for meat is expected to rise…

In a study, researchers explored consumers’ attitudes toward meat and novel food products, as well as their acceptance towards clean and plant-based meat in the world’s three most populous countries: China, India, and the United States. The overall results were surprising: Urban, well-educated, and high-income consumers in China and India were more likely to accept and buy clean and plant-based meat than consumers in the United States…

Some of the key results of the analysis include: 1. Consumers who were more familiar with alternative meat products were more willing to buy them. 2. In the U.S., meat-eaters and people who were strongly emotionally attached to meat were more likely to be willing to eat clean meat, but less likely to eat plant-based meat. 3. Consumers in India who perceived production of clean and plant-based meat to be more ethical and sustainable were more willing to eat these products than consumers with the same views in the U.S. and China…

While this study offers plenty of interesting results, the researchers note that it comes with some limitations. The Chinese and Indian survey samples were not representative of the countries as a whole. On average participants had more urban lifestyles, were better educated, and had higher incomes than the total populations in China and India’. SOURCE…

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