A recent survey conducted by cultured seafood innovator, Forsea, highlights a significant openness among Japanese consumers towards cultured eel alternatives.

The survey indicates that 25% of respondents are eager to try cultured eel, regardless of price, signaling a potential shift in consumer behaviour amidst rising concerns over sustainability and food security.

Japan is the world's largest consumer of freshwater eel (Anguilla japonica), accounting for nearly 50% of global consumption, with a market valued at approximately $10 billion. However, the country faces challenges due to dwindling wild eel populations and escalating prices, which have made this traditional delicacy increasingly inaccessible.

In a previous survey, 23% of participants expressed a love for eel but cited high costs as a barrier to purchase. Furthermore, over a third of respondents voiced concerns regarding the ecological impact of overfishing, contributing to the species' endangered status.

Conducted in January 2025, the online survey included 2,000 respondents, evenly distributed by gender and age.

Key findings include:

Awareness of cultured seafood: 35% of respondents reported familiarity with cell-based products, and a notable willingness to explore cultured eel options.

Health and sustainability concerns: Nearly a third of participants cited health benefits as a motivator for trying cultured seafood, while a similar percentage expressed interest in its sustainability attributes.

Taste and pricing: Taste and price emerged as critical factors influencing consumer acceptance of cultured seafood.

Forsea's innovative organoid technology allows for the cultivation of eel meat that closely mimics the flavor, texture and nutritional profile of traditional eel. This method enables fish cells to assemble into three-dimensional tissue structures with minimal reliance on growth factors, thereby reducing the environmental strain associated with conventional eel farming.

“The results of this survey were encouraging, as it indicates a readiness among Japanese consumers to explore innovative food options,” said Roee Nir, co-founder and CEO of Forsea. “Having scoured the market, we also discovered consumer types who are potential customers for our product, from the environmentally conscious young adult to the health-conscious homemaker, to the vegetarian-minded student or the tech-savvy businessperson seeking new experiences.”

“Our cultured eel has received a lot of positive traction the global food scene, particularly among Japanese food manufacturers,” Nir added. “As cell-cultivated alternatives makes progress in attaining regulatory approval in Japan and following our organoid platform’s recent demonstration of its exceptional capacity for scaling and cost effectiveness, the stage is set for commercial production.”

The survey results reveal a nuanced understanding of consumer preferences. Over 50% of respondents consume eel at least once a year, with 10% indulging regularly. Notably, 50% indicated a willingness to pay premium prices for high-quality eel products.

In light of these findings, Nir noted,: “There is a sizable market of consumers who are compelled to forgo eel enjoyment due to its rarity and high cost. This presents an untapped opportunity for cultured eel products.”

The survey aligns with findings from the Cellular Agriculture Institute of the Commons (CAIC), which reported a growing awareness of cell-based foods among the Japanese public. CAIC's Board chairman, Keisuke Igarashi, remarked on the potential for cultured foods to alleviate food security concerns while responding to consumer demand for sustainable options.

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