Consumers Willing to Pay Nearly 40% More for Cultured Meat over Regular Meat: Study

A study at Maastricht University claims people are prepared to pay more for lab-grown meat after being told of its perceived benefits. As an emerging food technology, one of the main challenges cultured meat faces is consumer acceptance. To gain a better understanding of the drivers behind consumer acceptance and the sensory perception of in vitro meat, researchers at the university asked 193 participants from the Netherlands to taste real meat, so they didn’t know about the possibility of being offered cultured meat beforehand.

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