Cultivated Meat: A Regional Taste Test in Brazil

The Cultivated Meat Landscape: A Tale of Two Cities

The world is grappling with the challenges of conventional meat production, and alternative proteins are emerging as a more sustainable and ethical solution. Understanding consumer attitudes towards these new food sources is crucial for their success. This study explores the intention to consume cultivated meat in two contrasting Brazilian cities: São Paulo and Salvador, uncovering stark regional differences.

In 2019, a survey of 809 residents revealed a significant disparity in awareness and acceptance of cultivated meat. While 44.6% of São Paulo residents were familiar with it, only 31.5% of those in Salvador had heard of it. This difference likely reflects disparities in access to information and educational levels between these two major urban centers.

Intention to Consume: A Matter of Familiarity and Perception

Overall, 32.8% of participants expressed willingness to try cultivated meat. However, the intention varied significantly by city, with 40.6% of São Paulo residents showing interest compared to just 24.4% in Salvador. This divide underscores the importance of regional considerations when introducing novel food technologies.

Curiosity, animal welfare, and human health were the primary motivators for those willing to try cultivated meat. Conversely, neophobia, perceived artificiality, lack of knowledge, and health concerns were the main barriers to acceptance.

Regional Disparities: Socioeconomic and Cultural Factors at Play

The contrasting responses from São Paulo and Salvador likely stem from the significant socioeconomic and cultural differences between the two regions. São Paulo, a major economic hub, enjoys greater access to technology and information, potentially fostering a more receptive environment for innovative food products. Salvador, with its weaker economic indicators, faces limitations in access to information and resources, potentially contributing to lower awareness and acceptance of cultivated meat.

Beyond Taste: Animal Welfare, Human Health, and Environmental Impact

While taste and texture remain important considerations, the study revealed that animal welfare is a significant driver of interest in cultivated meat, particularly in São Paulo. Concerns about the negative impacts of conventional meat production on animal welfare are growing, and cultivated meat offers a potentially cruelty-free alternative.

Perceptions of cultivated meat's impact on human health were more mixed. Many, especially those unfamiliar with the concept, perceived conventional meat as healthier. This highlights the need for clear communication about the nutritional composition and potential health benefits of cultivated meat.

Environmental concerns also played a role, with participants generally viewing cultivated meat as more environmentally friendly than conventional meat. This perception, even among those unfamiliar with cultivated meat, suggests that emphasizing its environmental benefits could increase consumer acceptance.

Looking Ahead: Bridging the Gap Between Innovation and Acceptance

This study reveals a significant gap in awareness and acceptance of cultivated meat in Brazil, highlighting the need for targeted educational and outreach initiatives. Strategies must consider regional characteristics and address specific concerns to effectively promote this promising food technology. As familiarity and knowledge increase, so too might the acceptance of cultivated meat as a viable and sustainable protein source.

"Democratizing access to information...requires efforts regarding the continuous offering of cultivated food terminology in local languages." - Garbin et al. (2024)