A recent study published in Plos One reveals significant regional differences in consumer acceptance of cultivated meat in Brazil, noting the importance of understanding local demographics and cultural contexts for manufacturers in the burgeoning alt-protein market.

The research, conducted by a team from the Federal University of Paraná, surveyed 809 participants from São Paulo and Salvador – two cities that starkly contrast in economic status, educational levels and cultural backgrounds.

The study aimed to assess the intention to consume cultivated meat and the factors influencing consumer opinions.

Key findings

The results indicated that 32.8% of respondents expressed a willingness to eat cultivated meat, with 40.6% of participants from São Paulo indicating interest compared to just 24.4% from Salvador.

This disparity is attributed to higher levels of familiarity with cultivated meat in São Paulo, where 44.6% of respondents had heard of the product, compared to 31.5% in Salvador. The researchers noted that these differences correlate with access to information and educational resources, which are more prevalent in the economically advanced São Paulo.

The study highlighted a clear demographic divide, with São Paulo respondents generally showing higher education levels and income, which correlates with greater acceptance of alternative proteins.

In contrast, Salvador, the capital of Bahia, faces economic challenges, including higher unemployment rates and lower educational attainment, factors that may hinder awareness and acceptance of cultivated meat technologies.

For manufacturers of cultivated meat, these findings underscore the necessity of tailoring marketing and educational strategies to resonate with local populations. The study suggests that efforts to increase consumer acceptance must consider regional identities, socioeconomic factors, and cultural attitudes toward food.

As the global population is projected to reach 9.7 billion by 2050, the demand for sustainable food sources is expected to surge. Alternative proteins, including cultivated meat, present a viable solution to address the environmental and ethical concerns associated with traditional meat production.

However, the success of these products hinges on consumer acceptance, which varies significantly within diverse markets like Brazil.

The study highlighted the following actions as key to gaining consumer acceptance:

Targeted education campaigns: Manufacturers should invest in educational initiatives that address specific regional concerns and misconceptions about cultivated meat. Tailoring messages to reflect local values and traditions can enhance consumer understanding and acceptance.

Cultural sensitivity: Understanding the culinary traditions and food preferences of different regions is crucial. Manufacturers should engage with local communities to foster trust and acceptance of new food technologies.

Collaboration with local institutions: Partnering with local universities and research institutions can facilitate better outreach and education efforts, ensuring that information about cultivated meat reaches a broader audience.

Monitoring consumer sentiment: Continuous research into consumer attitudes and acceptance levels will be essential as the market for cultivated meat evolves. This data can inform product development and marketing strategies.

The study's findings serve as a reminder for manufacturers in the cultivated meat sector: understanding regional disparities in consumer acceptance is vital for successful market penetration.