September 8, 2020

 

Study finds 72% of Australian Gen Z not ready to accept cultured meat

 

While having a great concern for the environment and animal welfare, 72% of Generation Z members (those aged between 18 and 25) are not ready to accept cultured meat, a research study by The University of Sydney and Curtin University found, Beef Central reported.

However, 41% believed it could be a viable nutritional source because of the need to transition to more sustainable food options and improve animal welfare.

Cultured meat was defined in the survey as a lab-grown meat alternative produced by in-vitro cell cultures of animal cells, instead of from slaughtered animals.

The study also found that while about 59% of respondents were concerned about the environmental impacts of traditional livestock farming, many were unsure what those impacts were.

The study's lead researcher, Dr. Diana Bogueva from the University of Sydney's School of Chemical and Biomolecular Engineering, says, "In-vitro meat and other alternatives are important as they can help to reduce greenhouse emissions and lead to better animal welfare conditions.

However, if cultured meat is to replace livestock-based proteins, it will have to emotionally and intellectually appeal to the Gen Z consumers. It may be through its physical appearance, but what seems to be more important is transparency around its environmental and other benefits."

The online survey was based on the responses of 227 randomly selected Australian-based Gen-Z respondents. They were asked questions about their demographics, dietary preferences (such as how often they liked to eat meat), how they felt about cultured meat and whether they thought it was necessary to accept and consume, as well as their preference for different meat alternatives (such as insects, plant-based and cultured meat).

The respondents raised several concerns relating to cultured meat, including an anticipated taste or disgust, health and safety, whether it is a more sustainable option, and societal perceptions relating to gender and national identity.

"Gen Z values Australia's reputation as a supplier of quality livestock and meat, and many view traditional meat eating as being closely tied to concepts of masculinity and Australian cultural identity," Dr. Bogueva explains.

Some even viewed cultured meat as a conspiracy set up by the rich and powerful and were determined not to be convinced to consume it.

 

"The respondents were effectively divided into two groups. The "against" group described cultured meat as "another thing our generation has to worry about" and questioned the motivations of those developing it, while supporters described it as "money invested for a good cause" and "a smart move" by people who are "advanced thinkers."

The research study highlighted: "This Generation has vast information at its fingertips but is still concerned that they will be left with the legacy of exploitative capitalism that benefits only a few at the expense of many."

"They have witnessed such behaviour resulting in climate change and are now afraid that a similar scenario may develop in relation to food, particularly as investors are pursuing broader adoption of cultured meat," Dr. Bogueva explains.

Australian Gen Z's five main attitudes towards cultured meat are as follow:

17% of respondents rejected all alternatives, including cultured meat, seeing it as chemically produced and heavily processed.

11% rejected all alternatives in favour of increased consumption of fruit and vegetables, saying they will stick with a vegetarian diet.

35% rejected cultured meat and edible insects but accepted plant-based alternatives because they "sounded more natural" and are "normal".

28% believed cultured meat was acceptable or possibly acceptable if the technology could be mastered.

9% accepted edible insects but rejected cultured meat as it was too artificial and not natural like insects.

These results were in line with recent findings published by Meat & Livestock Australia suggesting that despite extensive worldwide publicity, alternative proteins (nearly all plant-based, with some insect derivatives) currently account for just 0.3% of Australia's fresh meat volume sales, and 0.4% of value sales.