SURVEY: ‘Lab-Grown’ Vs. Plant-Based Meat – Gauging Market Share
The majority of consumers surveyed supported a ban on labeling anything other than farm-raised beef as 'beef'. 30% accepted lab-grown beef being labeled as beef, compared to 25% for the plant-based alternatives.
OWEN ROGERS: ‘As the range of meat alternatives grows, consumer awareness – and behavior – surrounding this new development changes as well. In this study, researchers conducted a survey to determine what information is relevant to consumers; their data can hopefully aid alternative meat producers in their marketing. The main portion of the study consists of four surveys given to 1,830 Americans recruited through the internet. No filter was applied to this field, and the researchers state that the pool is a relatively accurate reflection of the general American public.
The first survey was a control round, in which the subjects choose one of four options: either a farm-raised beef burger, a lab-grown (elsewhere called “clean meat”) beef burger, a plant-based alternative using pea protein, or a plant-based alternative using yeast which closely mimics farm-grown beef. The last two options were generic versions of the Beyond Burger and Impossible Burger, respectively. Participants could also choose none of the options.
The next three rounds of surveys were essentially the same as the first, but with one type of information added in each. In one, each burger was branded – Certified Angus Beef, Memphis Meats, Beyond Meat, or Impossible Foods. In another, environmental information was given about the impact of each choice. In the last one, information about the technology used in production of each burger was given…
The results show that beef is still king with U.S. consumers. It was the most-chosen product in every round at every price point, which should be unsurprising given the relative newness of the alternatives and the Standard American Diet. However, the alternatives did not perform too poorly: in the control round, the Beyond Burger captured 14% of the market share, Impossible Foods had 7%, and lab-grown burgers were chosen by 4%.
Branding was the only information type that had a major effect on the percentage of people choosing farm-raised beef, but it actually increased it from 65% to 72%. Environmental information moderately increased the percentage choosing plant-based alternatives… The policy round was roughly in-line with what you’d expect from the market share studies. The majority of consumers surveyed supported a ban on labeling anything other than farm-raised beef as “beef,” and were opposed to implementing a 10% tax on beef. 30% of those surveyed accepted lab-grown beef being labeled as “beef,” compared to around 25% for the plant-based alternatives…
The vast majority of consumers are still only familiar with farm-raised beef. The Impossible and Beyond burgers are becoming more widely available nationwide, but still have a long way to go before public consciousness catches up… As these alternatives become more widespread and affordable, public opinion may change. However, this study does provide evidence that information about the environmental impact or production process is not a good sales-boosting technique, and overcoming the familiarity bias may be the biggest hurdle’. SOURCE…
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