Over four in ten British people think that eating lab-grown fish and meat will be common place within the next ten years, according to Starcom, a human research company. Research surrounding lab-grown meat dates as far back as 2002, with NASA exploring the process of cultured tissue back then, however it has been in the spotlight in recent months due to environmental concerns surrounding meat and fish.
Shortages of meat and fish are the primary reason to provide lab-grown meat, otherwise known as ‘clean meat’. Sustainability concerns have led the research into lab-grown meat further and some people believe that there is the possibility of it being available to eat within the UK by the end of 2018.
Pescatarians and vegetarians are the most assured demographic with 59 per cent and 51 per cent respectively believing that it will be on people’s plates within the next decade. Starcom took information from 2,000 people and 42 per cent of people would eat lab-grown meat or fish in a restaurant, however, only 37 per cent would eat in fast food restaurants.
Starcom UK’s group chief executive and president of global network clients, Jodie Stranger said: “The research is a fascinating look into the motivations and perceptions of consumers. For a food source that only really started proper development in the early noughties to have such acceptance already is amazing.
“It appears that this willingness to try something very new, and out of the norm, comes from a desire to help the planet and reduce the strains of meat production.
“Although greater education about the benefits of lab-grown meat produce is necessary, Brits are responsive. Nothing can undermine the need for a great tasting and good quality meal. However, with pressures on the industry to source the sheer quantity needed to feed our appetites and for consumers to pay for it, we’re going to see a lot more on interest in this area. Brands that create a great product and manage to effectively educate the market will reap the rewards.”
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