Survey finds European consumers want freedom to choose cultivated meat

Surveys in 15 European countries find people believe food safety regulators should have the final say, despite moves to ban it in countries like Italy. 

    12 July 2024

    Photo: Meatable

    One of the largest surveys of its kind ever conducted has found people across Europe believe consumers should be able to decide for themselves whether to eat cultivated meat once it has been approved by EU regulators. 

    The findings come as EU agriculture ministers are set to discuss novel foods including plant-based and cultivated meat over lunch at the next AGRIFISH Council meeting on Monday.

    The survey, conducted by YouGov and commissioned by the nonprofit think tank Good Food Institute Europe (GFI Europe), interviewed more than 16,000 consumers across 15 European countries. It found that 69% of respondents in Portugal, 58% in Spain, 65% in Germany and 57% in Belgium are in favour of cultivated meat being approved for sale if food regulators find it to be safe and nutritious. 

    Just under half of those surveyed in France and Romania shared this view, along with 53% in Italy, despite the government moving to ban cultivated meat last year.

    The research also found people think cultivated meat should be produced in their country when it comes to the market so national economies can benefit. 62% of those surveyed in Czechia, 64% in Portugal and 60% in Denmark, Sweden and the Netherlands held this view, along with 51% in Poland.

    Majorities across all 13 countries where the question was asked also thought cultivated meat packaging should be allowed to use ‘meaty’ names such as chicken, burger and sausage while making it clear that the cultivated meat comes from a different production process.

    Cultivated meat, which aims to be indistinguishable from the meat we eat today but is produced in fermentors rather than by farming animals, requires approval under the EU’s Novel Foods Regulation before it can be sold in any of the 27 member states.

    The survey polled a cross-section of people in Belgium, Czechia, Denmark, France, Greece, Hungary, Italy, the Netherlands, Poland, Portugal, Romania, Spain and Sweden, while a separate poll revealed the views of Austrians and Germans earlier in the year. It also found:

    • In eight countries, more than half said they would try cultivated meat if it was made available, while more than 40% agreed with this statement in another six countries.
    • Awareness of cultivated meat varied significantly. 61% of Dutch people said they had heard of this new way of making meat, compared to only 23% in Greece.
    • In most countries, less than a fifth said they knew a lot about cultivated meat.

    Seth Roberts, Senior Policy Manager at the Good Food Institute Europe, said: “Cultivated meat must go through one of the world’s most rigorous regulatory processes before it will be available in the EU. This survey shows people across a wide range of countries believe that once it’s been approved, it should be down to consumers to decide whether or not they want to eat it.

    “Europe, as home to dynamic businesses and some of the world’s best scientists, is well-placed to become a world leader in cultivated meat. It’s great to see so many Europeans are ready for its arrival as part of a diversified food system. Policymakers should recognise cultivated meat’s potential to boost food security by supporting this rapidly growing sector.” Plant-based foods, which will also be discussed at the AGRIFISH council meeting on Monday, represent a growing market in Europe. Sales across 13 European countries grew by 21% between 2020 and 2022 to reach a record €5.8 billion.