Eat Just’s cell-based chicken delivery is a sustainability milestone, says GlobalData

Eat Just’s move to launch the world’s first-ever home delivery of its cell-based chicken will be remembered as a key environmental milestone, according to GlobalData. The leading data and analytics company reveals that 54%* of Singaporeans find cultured meat somewhat or very appealing, making it the ideal market to launch these products.

Ryan Whittaker, Consumer Analyst at GlobalData, comments: “Eat Just’s expansion into home delivery via Singapore’s 1880 restaurant is a landmark in the development of cultivated cell-based meat technology, which will be increasingly important as the human population grows and we are forced to produce more food on smaller plots of land. By moving this product to home delivery, Eat Just and 1880 are making it increasingly accessible for consumers, which will be vital to normalizing the product in the near-future marketplace.”

Livestock accounts for a significant amount of greenhouse gases, as well as water and land use. While these issues are a significant driver of the recent movement towards vegan or flexitarian diets, it is also an opportunity for cultivated meats to revolutionize the way we eat. Companies like Eat Just offer a way to consume meat that is far more ethical and sustainable than traditionally reared livestock. It is exciting to see the expansion of these products into food delivery as it makes a greener future suddenly seem that much more plausible.

During the COVID-19 pandemic, many consumers have said that they’ve become more concerned with sustainability. GlobalData’s latest research highlights that 42%** of global consumers always or often prioritize sustainability in their choice of product or service, and 27%*** cite sustainability and 33%*** cite animal welfare as their reasons for consuming plant-based alternatives to meat or dairy. These products coexist in a similar niche, and these attitudes and opinions will carry over into this emerging category.

Whittaker concludes: “Consumers are willing to pay for products that will help the world alleviate the coming climate crisis. Whether it is culturing meat from cells and plant-based nutrients, or dairy from genetically modified yeast, alternatives to conventional meat and animal products are likely going to become ever-more critical to solving food security and climate change issues. Singapore and Eat Just are showing us the way.”

* – GlobalData’s Market Pulse Survey

** – GlobalData’s 2021 Q1 Consumer Survey, March 2021, combining answers “always” and “often”

*** – GlobalData’s 2021 Q1 Consumer Survey, March 2021

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