Boosting Consumer Uptake of Sustainable Meat Alternatives

EIT Food’s Consumer Observatory has published two reports on positioning sustainable meat alternatives for market uptake.

• Main announcement: EIT Food Consumer Observatory published two reports — “More than Meat: Unpacking Cultural Perceptions of Meat and Sustainable Alternatives in Europe” (uses semiotic analysis, cultural anthropology and qualitative research) and “Reimagining Protein: Consumer Perceptions of Cultivated Meat” (focuses on building consumer trust in safety, healthiness and environmental benefits of cultivated meat). Both reports offer industry-focused recommendations to reposition plant-based and cultivated meat for European consumers.
• Additional details: The publications provide findings and recommendations for industry to bridge the gap between consumer curiosity and conversion; downloadable resources and a reports disclaimer are available via the EIT Food site (links provided on the page).