STUDY: Strong markets for cultured meat across meat-reducing Germany and France
STUDY: 'We are approaching a tipping point where the majority of people are deciding that, primarily for ethical and environmental reasons, we need to move away from eating animals'.
UNIVERSITY OF BATH: For the first time ever the majority of Germans are limiting their consumption of meat, and many are open to the concept of eating cultured meat, according to a new study. The research, published in the journal Foods by an international research team… finds there is growing acceptance of non-meat diets both in Germany and France — although strong tradition and culture still hold sway on attitudes in France in particular.
For their investigation, researchers surveyed 1,000 people in each country asking them a series of questions about their current and intended dietary habits, as well as for their thoughts about cultured meat — i.e. meat produced without raising and slaughtering animals. This new method of meat production mirrors the biological process of building muscle but does so under controlled conditions.
Their analysis found that just 45% of German respondents identified as full meat-eaters, with a further 31% now actively following flexitarian or meat-reduced diets. Meat consumption was more common in France, where 69% identified as full meat-eaters with a further 26% following a flexitarian diet…
The research also reveals promising markets for cultured meat in both countries. Although the majority of consumers in France and Germany had still not heard of cultured meat, 44% of French and 58% of Germans respondents said they would be willing to try it, with 37% of French consumers and 56% of Germans willing to buy it themselves…
The researchers say that the social implications of these findings could be profound… “We know that the social normality of meat consumption plays a large role in justifying it. Now we are approaching a tipping point where the majority of people are deciding that, primarily for ethical and environmental reasons, we need to move away from eating animals. As eating animals becomes less normal, we will likely see a rise in demand for alternatives like plant-based and cultured meat.” SOURCE…
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