Future Prospects for Cultured Meat – Regulatory Approval, Challenges, Opportunities, Key Players and Case Studies

Future Prospects for Cultured Meat Report Overview

Cultured meat (including cultivated and lab-grown) has huge potential, but barriers to commercialization are complex​. Cultured meat is gaining more regulatory approval, however, the appeal of cultured meat among consumers is consequently low, but disruptive start-ups are beginning to turn the tide with innovative solutions. Moreover, consumers need to be educated on the benefits of cultured meat compared to other meat alternatives. For this purpose, technology must improve to align with consumer expectations and preferences towards cultured meat as a “real” meat alternative.

​The “Future Prospects for Cultured Meat” research report is part of a series on key trends and issues currently affecting the consumer landscape in consumer goods, food service, and packaging. This report explains how street food innovation is influencing other areas of food and food service in terms of product formulation, channel hybridity, marketing, and operational strategy.

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Cultured Meat Market Outlook

Considering the relative performance of other protein categories, cultured meat is expected to witness fast growth once it is scaled up. Meat substitutes are still a less mature category than fish and seafood or meat, recording a higher volume and value CAGR up to 2027, albeit from a low base in retail channels. Within meat substitutes, single-cell proteins are forecast to have the highest growth rates, pointing toward demand for more sophisticated protein alternatives with a closer taste and texture likeness to real meat.

The main concern for those in the food industry and consumers is the high cost of cultured meat, which, despite dropping dramatically, is still not competitive enough compared with meat and other alternatives. In a cost-of-living crisis, this makes it even less appealing. The energy- and labor-intensive way in which cultured meat is produced must first be approved before it can convert both price-conscious and sustainably-minded consumers.

Global: Meat, Fish and Seafood, and Meat Substitutes Volume and Value, Foodservice and Retail, 2022–27

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Cultured Meat Market - Challenges and Opportunities

There are a variety of factors that can draw people to—or put them off—cultured meat. The appeal of cultured meat and food is low in general, so it is important that brands effectively communicate the benefits. The main attraction of cultured foods is curiosity, meaning that cultured meat has a way to go in attracting less adventurous consumers. This is especially true given that just under one in four say they are unfamiliar with these foods. Awareness about cultured meat is one of the major challenges to the concerned market.

While people eat meat for a plethora of reasons, cultured meat’s commercialization would offer consumers the closest imitation of real meat. This could persuade those who continue to find the taste or texture of other protein alternatives unappealing. Thus, improved formulations will make it increasingly difficult to determine cultured from real meat and it could win over staunch “real” meat eaters.

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Cultured Meat Market – Product Companies and Channels Case Studies

Premiumization, exclusivity, celebrity endorsement, and transparency are key features of cultured meat on-premise. While, novel product concepts, streamlining technology, and health and sustainability are key features of disruptive start-ups. For instance, the Vow of Australia.

Vow, Australia: Vow utilizes cellular agriculture and fermentation processes to produce more unusual cultured meat products such as kangaroo and alpaca. This approach allows the company a unique selling point compared to other start-ups and challenging perceptions of what cultured meat can achieve.

Key Brands Leveraging Cultured Meat Market Growth

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Scope

This report is part of a series on key trends and issues that are currently affecting the consumer landscape in consumer goods, food service, and packaging. This report explains how street food innovation is influencing other areas of food and foodservice in terms of product formulation, channel hybridity, marketing, and operational strategy.

Key Highlights

• Cultured meat is gaining more regulatory approval, but the cost, scalability, health, safety, sustainability, and ethics all fall short compared to other protein sources at present.
• The appeal of cultured meat among consumers is consequently low, but disruptive start-ups are beginning to turn the tide with innovative solutions.
• Consumers need greater education on the benefits compared to alternatives. This cannot be fully achieved until the technology has been developed to scale up and become less energy-intensive, improving cost and sustainability credentials.
• In the meantime, the market is most attractive as an experimental fine-dining option. 5) While mass commercialization has yet to be achieved, brands should use foodservice launches to gain publicity and consumer acceptance.

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Reasons to Buy

• Understand the challenges and opportunities for investing in cultured meat.
• Gain insight into how competitors are responding to this trend.
• Access valuable strategic take-outs to help direct future decision-making and inform new product and service development.