New consumer study reveals consumer appetite for cultivated meat in Portugal

The majority of Portuguese consumers are open to trying cultivated meat and would welcome policy measures to support this emerging sector in Portugal, according to a new consumer survey conducted by YouGov and commissioned by the nonprofit and think tank Good Food Institute Europe (GFI Europe) to assess the population’s position regarding cultivated meat.

With over 50 startups in Europe (including Portugal’s Cell4Food) dedicated to advancing the sector, cultivated meat has the potential to help meet the increasing demand for protein while enhancing food security. Additionally, it could significantly reduce resource consumption compared to industrial meat production, thereby helping to address issues like greenhouse gas emissions, deforestation, and antibiotic resistance.

While the survey found that only around a third (33%) of respondents had heard of this form of meat production before, the attitude towards cultivated meat in Portugal seems to be positive: 63% of respondents would try cultivated meat at least once if it were available in Portugal, and 27% go even further and declare that they would replace some of the meat they currently eat with cultivated meat. Conversely, only 25% of Portuguese people would never try cultivated meat.

Some other relevant conclusions from the YouGov study:

• The vast majority of Portuguese respondents (69%) believe that, if cultivated meat passes the assessment of the food safety regulator, it should be made available for sale in Portugal, so that consumers can choose whether they want to eat it.
• Another 64% declare that, if cultivated meat enters the market, it should also be produced in Portugal so that the Portuguese economy can benefit from it.
• The vast majority (76%) of respondents believe that the decision to approve or not approve cultivated meat should be independent of any commercial interests.
• On the other hand, it is also clear that the Portuguese agree that policymakers should invest in research and development of cultivated meat (52%) and should help farmers benefit from any new opportunities that cultivated meat presents (59%).

“Most consumers in Portugal are curious about cultivated meat, which offers a promising solution to deliver the foods that people love in a more efficient and sustainable way,” explained Helen Breewood, Research and Resource Manager at the Good Food Institute Europe. “As consumer awareness about the challenges of our current food system and openness to food innovation grows, Portugal has a golden opportunity to support this emerging sector with public investment to create new jobs and future-proof its economy. Making these sustainable options more appealing and accessible will boost their adoption, bringing environmental and economic benefits to Portugal”.

The survey also revealed that the vast majority of respondents believe that the average amount of meat eaten in Portugal is too high (74%) and intend to eat either less or no meat over the next two years (63%).