Nearly half of Greeks would try cultivated meat, new survey finds

Nearly 45% of Greeks are willing to try cultivated meat if it were available and 17% would replace some of the meat they already consume with cultivated meat, according to new research conducted by YouGov and commissioned by nonprofit think tank the Good Food Institute Europe. 

Dr. Dimitrios J. Stravopodis, Associate Professor of Cell and Developmental Biology, at the Department of Biology, National & Kapodistrian University of Athens (NKUA), Greece explained: “Cultivating meat involves taking a small sample of animal cells and growing them in cultivators, similar to fermentors used for beer production, that support the same process that happens inside an animal by providing warmth and basic nutrients.” 

Over half (51%) of survey respondents agree that if cultivated meat – a new way of making meat without farming animals – is approved by the European food safety regulators, it should be made available for sale in the country, while 52% believe it should be produced domestically to benefit the Greek economy. With Greece being heavily dependent on meat imports to supply demand, this product holds the potential to strengthen the country’s self-sufficiency levels and create a national cultivated meat industry.

Dr. Ioannis Giavasis, Head of the Department of Food Microbiology at the University of Thessaly, Greece said: “Cultivated meat is produced in an efficient and clean environment and therefore is free of antibiotics. Before a cultivated meat product can be sold in the EU it will undergo a detailed technical and scientific assessment of the safety and nutritional value by European food safety regulators (EFSA).”

Greek consumers appear to be relatively familiar with cultivated meat, with 35% saying they are either fairly or very knowledgeable about this product. Respondents also believe (76%)  that the decision to authorise cultivated meat should be taken independently of any commercial interests. 35% say that policymakers should invest more in the sector’s research and development, and 45% agree that the authorities should help farmers take advantage of the new opportunities presented by this emerging industry.  

Dr Eirini Theodosiou, Senior Lecturer in Chemical and Biochemical Engineering at Aston University (UK) and member of Cellular Agriculture Greece, explained: “With global meat demand set to rise 50% by 2050, finding complementary ways to produce protein sustainably and efficiently is crucial for Greece and Europe to meet climate and food security goals.”

With over 50 startups in Europe (including Greece’s Food Novelties) dedicated to advancing the sector, cultivated meat has the potential to help meet the increasing demand for protein. Existing research suggests that cultivated meat requires significantly fewer resources, such as land and water, and causes fewer greenhouse gas emissions compared to conventional farming. In addition, it offers a unique opportunity to develop a new innovative sector that has the potential to create jobs in sustainable food technology.

The survey also investigated the attitude of Greek consumers towards conventional meat, with  79% of respondents believing the amount of meat consumed in Greece is too high, and 49% planning to eat less or no meat.

Alex Mayers, Managing Director of the Good Food Institute Europe said: “Cultivated meat has the potential to deliver the foods people love in a more efficient and sustainable way and is already generating consumer interest and curiosity, even at this early stage. Greece’s expertise in the food industry can play a vital role in this emerging sector. By investing in the development of cultivated meat, policymakers in Greece can boost domestic food security and position the country as a global leader in this new industry by leveraging its rich culinary heritage and innovative spirit.”

Methodology

This survey was carried out by YouGov Deutschland GmbH, a leading company in online market research, on behalf of the NGO and think tank Good Food Institute. The data was collected through an online survey between 17 and 22 April 2024, involving 1,015 people in Greece, aged 18 years and older. The results were weighted and are representative of the Greek population.