全球培育肉、人造肉行业市场前景及投资研究报告-培训课件外文版2024.5

INDUSTRIES&

MARKETSCultivated

meatAreport

onthecultivated

meatmarketThe

lab-grown

future?Executive

summaryInthisageof3D

printing,deepfake

videos,

andartificialintelligence,

humansandmachines

arecapableofrecreating

almost

anything.

Forinstance,techniquestoreproduce

humanbody

partsarealready

beingused

extensively

inmedical

centersandhospitalsaround

the

world,

and

laboratories

havedeveloped

several

in-vitrotechniquestogrow

naturaltissue.

Oneof

the

mainapplicationsforthisgroundbreaking

science

is

food,or,

more

specifically,

meat

growth.•

Cultivatedmeat

production

isfartooexpensive

atthe

moment.

Theproductionprice

perpoundofcultivated

meat

was

lastmeasured

at16

U.S.dollars

perpound,afarcry

from

thatof

traditionalmeat

(page11).•

Asaresult,theproduction

infrastructurenecessary

for

cultivatedmeat

tobecome

aglobal

stapleislargely

absent.Startupsinthe

industryshow

promisingproduct

designsbut

arefaraway

from

reaching

the

masses

(pages16

and17).Cultivatedmeat

isready

to

takeover

the

global

food

market.

Itsallureisunderstandable–lab-grown

food

originating

from

asingleanimalcell

hasmanytheoretical

advantages.Large-scale

cultivated

meat

production

could

renderlivestock

agriculture

redundant,thus

alleviating

global

warming.

Cost-efficientproduction

may

even

havethe

potential

to

end

world

hunger.•

Forthisfood

revolution

totakeplace,theconsumer

mustwantto

eat

thisnovelty

food.

Global

survey

data

suggeststhatconsumers

aresplitintheiropinionsof

cultivatedmeat,

aswell

astheir

willingness

toeatit(pages20

to

26).Cultivatedmeat

may

bethe

most

important

food

trend

fordecades,

but

itsascentispermeated

withpossible

complications.

Thisreport

paintsadata-driven

pictureof

the

global

cultivatedmeat

market

in2023

and

explores

scenarios

forthe

future.Indoingso,

ittouches

uponthe

scientific,legal,

financial,

andbehavioral

aspects

ofthistopic.Before

consumers

canstartthinking

aboutaworld

thatwas

long

consideredutopic,

thecultivatedmeat

industryhasmanyobstacles

toovercome.•

Onlyahandful

of

countries

havelegalized

the

production

andsaleof

cultivatedmeat.

Large

markets

suchastheEuropean

Union

and

theUnitedStatesare

inthe

early

stagesof

legislative

approval

andhavejust

started

investing

inthisindustry’sfuture(pages7and

18).3Sources:

Fortune„“We

shall

escape

theabsurdityofgrowingawhole

chicken

inordertoeat

thebreast

orwing,

by

growingthesepartsseparately

under

asuitable

medium.-Winston

Churchillin

“FiftyYears

Hence”(1931)4Sources:

National

Churchill

Museum01What

is

cultivated

meat?•

Regulation

timeline•

Market

size

forecast•

Market

share•

Environmental

impact•

PriceFrom

farmto

laboratory:

the

future

of

meat

productionChapterintroductionLab-grown,

cultured,cultivated,in-vitro,

cell-based,

synthetic,slaughter-free,

andclean.

These

arejustsome

oftheadjectives

used

to

describe

thisnew

type

of

meat.Research

hasshown

thatas

of2023,

the

term

“cultivatedmeat”

hasbecome

thestandarddenomination,

asitisthemost

correct

anddistinctive.But

howexactly

iscultivatedmeat

different

from

meat

asitiscurrently

known?

Isitstillmeat,

or

ratherameat

alternative?Startingwith

the

second

question:

yes,cultivatedmeat

ismeat.

It

isproduced

bycultivatinganimalstem

cellsinastrictly

controlled

lab

environment.

As

such,onacellular

level,

cultivated

meat

isthesameas

conventional

meat.

Thedistinctionliesinhow

the

cells

develop

intomeat

products–alaboratory

is

very

different

fromaliveanimal.Intheory,

stemcells

canbedeveloped

into

anykindofcell,

which

iswhy

meat

isnotthe

only

application

forthis

technology.

Assuch,several

startupsand

researchgroupsare

working

on

cultivatedmilk,dairy,and

seafood

products

(see

page17).Most

ofthese

products

arestillintheearly

stagesof

development,

whereas

cultivatedmeat

hasalready

madeitto

market.6Sources:

The

GoodFoodInstituteRegulation

timelineNo

regulationFirst

approvals

and

dismissalsLegalization?Dutchscientist

Mark

Post

presentsthe

first-ever

cultivated

burgeratMaastricht

University.SuperMeat

opens

alimited-access“testrestaurant”inIsrael,

wherepeople

cantastethe

novel

food.Regulatory

approvalformassproduction

andsaleispending.TheFood

andDrugAdministration

(FDA)intheUnited

Statesgrantspre-market

authorization

toUPSIDEFoods’

cultivatedchicken.20162020202320222013TheItalian

government

statesthatitwill

actively

block

cultivatedmeatproduction

andsaleinthe

countrytoprotect

Italy’sculinaryheritage.UPSIDEFoods

is

launchedinSingapore

isthefirstcountry

to

permitthe

sale

ofcultivated

meat,approvingGOOD

Meat’s

cultivatedchicken

bites.Berkeley,

California,astheworld’sfirstcultivated

meat

company.Asof

2023,

cultivated

meat

hasnotyet

been

approved

inEuropeanwhich

novel

food

producers

must

prove

the

safety

of

theirproduct.

Incountries.

Apartfrompolitical

challenges,

one

of

the

reasons

for

the

absence

addition,the

EFSA’sprocess

iscomplicated

anddoes

notallow

formuchof

aregulatory

statusisthelengthyapproval

process.

TheEU’sEuropeanFood

SafetyAuthority(EFSA)requires

an18-month

testingphaseduringback-and-forth

withmanufacturers,

incontrast

tohowregulatory

bodiesinother

countries

operate.7Sources:

EFSA;FDA;

FoodNavigator;GOODMeat;

SuperMeat;The

GoodFoodInstitute;

UPSIDEFoodsCultivated

meat

market

has

huge

potentialMarket

valueof

culturedmeat,from2030

to2040Most

industryexperts

and

research

agencies

agreethatcultivated

meat

hasabrightfuture.Wherethey

differ

is

intheirforecasts

of

how

bright

thisfutureis.

McKinsey

predictsthatbytheendof

thisdecade,

the

market

valueof

cultivatedmeat

will

beroughly

25

billion

U.S.dollars.Market

value

inbillion

U.S.dollarsAssumingthatmost

regulatory

andproductioncost

hurdleshavebeen

overcome

bythe2030s,other

think

tanksforecast

massive

growth

until2040.

Market

valuepredictions

forthatyearare

inthe

200

to800

billionU.S.

dollarrange.

Bycomparison,

the

conventional

meat

industryisvaluedatapproximately

onetrillion

U.S.

dollarsasof

2023.GovGrant788Barclays450EuromonitorMcKinsey22525203020408Notes:Worldwide;

2021

to

2022Sources:

Barclays;

Euromonitor;GovGrant;McKinsey

&Company;

The

GoodFoodInstitute;

ID:1380437;

Text:ID:502286How

does

cultivated

meat

fit

into

the

protein

market?Market

shareof

meat

andmeat

alternative

products

worldwide,

from

2025

to2040MarketshareCultivatedmeat

isentering

amarket

dominatedbyconventional

meat

andplant-based

alternatives.

Theplant-based

revolution

is

arelatively

new

movement

thatcontinuestogain

momentum

every

year.

In2022,

theglobalmarketrevenue

of

plant-basedmeat

substituteswas

over

10

billionU.S.dollars,

nearly

double

the

revenue

of

2019.

By

2027,

thisfigureisforecast

to

tripletomore

than33

billionUSD.100%90%80%70%60%50%40%30%20%10%0%10%90%10%18%22%23%35%25%Assales

grow,

plant-based

meat

alternatives

are

expected

totakeup

alarger

share

oftheprotein

market

inthecomingdecades.

Theplant-basedmarket

share

will

increase

to

25percent

by2040.

However,

the

cultivatedmeat

market

isexpected

tooutperform

plant-based.

Asthe

market

valuesinthe

previous

slidesuggest,the

turningpointforcultivatedmeat

is

expected

inthe

late2030s.72%55%40%2025203020352040MeatVeganmeatalternativesCulturedmeat9Notes:Worldwide;

2025

to

2040Sources:

BUND;

Heinrich-Böll-Stiftung;

LeMonde

diplomatique;

ID:1255950;

Text:ID

877369Environmental

impactEnvironmental

impactof

cultivatedmeat

in2030Partof

the

promise

of

lab-grown

meat

isthatitemits

lessCO2,produces

lesswaste,

andrequiresless

land

than

conventional

meat

production.

AsofCarbonfootprintSoilacidificationLanduse

Airpollution2023,

however,

cultivated

meat

isstill

enormouslycostly

toproduce

(see

nextpage)

and

hasanenvironmental

impactlikely

magnitudeshigherthanthatof

median

beef

production.

Lookingfurtheraheadto2030,

scientistsbelieve

thatcultivatedmeat

production

will

besignificantlybetter

forthe

environment

than

traditionalproduction.

For

instance,thecarbon

footprint

ofproducing

cultivatedbeef

couldbe92

percentlower

than

thatof

farmingconventional

beef,

apractice

thathaslongbeen

known

tobeasignificantcontributortogreenhouse

gasemissions.Cultivatedmeatcompared

with+3%-44%-92%-64%-67%-90%-20%-42%-94%-69%-78%-98%conventional

chickenCultivatedmeatcompared

withconventional

porkCultivatedmeatcompared

withconventional

beef10

Notes:Worldwide;

2023;

percentages

refer

to

increases

ordecreasesofcultivated

meat's

environmental

impact

comparedtothe

respective

categories.Sources:

The

GoodFoodInstitute;

Expert(s):Sinke

etal.;

ID:1381050Cultivating

meat

has

become

much,

much

cheaperProduction

price

perpoundofcultured

meat,

from2013

to

2021Production

techniquesincultivatedmeat

haveevolvedsignificantlyinthepastdecade.

In2013,

Dutchscientist

MarkPost

unveiled

alab-grown

burgerpattyforwhich

thePrice

inU.S.dollarsMARK

POST

(scientist)$1,126,400production

costswere

250,000

euros.

Sincethen,cultivatedmeat

startupshavebeen

founded

across

theglobe,whichdebuted

new

production

techniquesthatdecreased

thecostssignificantly.In2021,

FutureMeat

Technologies

announced

itproduced

afour-ounce

chicken

breast

atacost

offourU.S.dollars,

settingthenewprice

perpoundat16

U.S.dollars.1,200,0001,000,000800,000600,000400,000200,0000MEMPHIS

MEATS$20,000FUTUREMEAT

TECHNOLOGIESLowering

theproduction

cost

iskey

to

developing

cultivatedmeat

intoaviablefood

productforthemasses.

Witha2021cost

price

of16

U.S.

dollarsperpound,theindustrystillhasalong

way

togo.By

comparison,

the2022

average

U.S.retailprice

forregularchicken

breast

was

alittleover

fourU.S.dollarsper

pound.$175FUTUREMEAT

TECHNOLOGIES$16201320162019202111

Notes:Worldwide;

2013

to

2021;

the

2013

figurewascalculated

byusing

the

source

pricedata

and

aconversionfromEURto

USD.Sources:

McKinsey

&Company;

New

YorkTimes;ID:1380452;

Text:ID:23683602Market

state•

Activemarkets•

Investments•

Number

ofcompanies•

Selected

startups•

Government

investments•

Big

companies

investingInvestment

crazeChapterintroductionCultivatedmeat

hastremendous

potential.

Research

firms

and

industryexpertsforesee

a12-digit

market

value15

years

from

now,

despitethefact

thatthepresent-day

lab-grown

food

salesvalueisnegligible.

Assuch,anyforecast

aboutthe

cultivated

meat

industryis

highly

speculative.

But

thereis

areason

why

theglobal

food

industryhassuchhigh

expectations

forthisnew

food

category:

ithasthe

potential

toalleviate

global

food

insecurity

andmakeahugedentinglobalwarming

(see

page25).

Suchhigh

promises

come

with

great

investor

interest,

bothfrom

public

andprivatefunds.

Investments

havebeen

coming

from

venturecapitalists,leading

companies

inthefood

FMCGmarket,such

asNestlé

andCargill,aswell

asfrom

governments

worldwide

(see

page19).Theinvestment

craze

surrounding

cultivatedmeat

hascreated

astart-up

climatemuchlike

thatofnew

technology.

Indeed,itcouldbeargued

thatthecultivatedmeat

industryisatechindustry,as

manufacturing

innovations

haveadirect

impacton

the

feasibility

of

lab-grown

meat

asamass-market

product.Start-upsinthecultivatedmeat

industryfocusonallaspects

of

thisnew

market,

fromproductioninnovation

to

lobbying

and

retail

preparation.

Anew

industryisbeing

built

from

theground

up,

backed

byfree-market

and

legislative

powers.13Sources:

ID:1380437;

ID:1381050Active

marketsInvestments

from

2016

to2022UnitedStatesIsraelSingaporeNumberofinvestmentdeals:

22Main

companies:

EatJust,UPSIDEFoodsNumberofinvestmentdeals:

6Numberofinvestmentdeals:

6Main

company:

GOOD

MeatMain

companies:

FutureMeat

Technologies,AlephFarmsRegulatory

status:

Pre-market

FDAauthorization.Regulatory

status:

Salesand

productionapproved.Regulatory

status:

Testsales

allowed.

Large-scale

salesandproduction

notapproved.14Sources:

Pitchbook

Data,Inc;

The

GoodFoodInstituteNew

meat

cultivates

investor

interestAnnual

investment

incultured

meat

and

seafood,

from2016

to2022Investment

valueinmillionU.S.dollarsTherecent

upsurgeofcultivatedfood

startupshasbeenattractinginvestors.

Theincreased

investment

valueinthisindustryisatell-tale

signofthepromise

ofcultivated

foodproducts.

2021

was

the

most

lucrativeinvestment

year

fortheindustry,

with

aninvestment

valueof

1.3

billionU.S.dollarsglobally.1,4001,2001,000800$1,300$896Investment

activityisfocused

onseveral

regions.

Asisnotuncommon

with

innovativeindustries,

most

investments

havebeen

made

by

U.S.firms.

Thismakes

North

America

theleading

investment

region,

withatotal

investment

valueof701

billionU.S.dollarsbetween

2016

and2022.

Israel

followswith

475

billionU.S.dollars,animpressive

figureforthesmallMediterranean

nation.600$3794002000$91$41$31$5201620172018201920202021202215

Notes:Worldwide;

2011

to

2022Sources:

GoodFoodInstitute;

The

PitchBook;ID:1379593;

Text:ID

1379597Increased

investments

lead

to

startup

boomNumber

ofcultivated

meat

companies,

from2011

to2022There

were

156

cultivatedmeat

companies

in2022.

2021

saw

the

biggest

increase

inthe

numberof

companies

todate,with

42

newstartupsfounded

inthatyearalone.

Despite

the

lackofregulatory

approval

inmost

countries,manufacturers

areworking

on

culturedmeatglobally.These

150+

companies

operate

invarioussegments

ofthecultivatedmeat

industry,

fromproductdesign

tomanufacturingequipment.Numberofcompanies1601914012010042268060402001372695182569431114771511122201120122013201420152016201720182019202020212022OldcompaniesNewcompanies16

Notes:Worldwide;

2011

to

2022Sources:

CrunchBase;

PitchBook;The

GoodFoodInstitute;

ID:1379536Selected

startupsEstimated

financialinformation

on

potential

futureleadersEatJust,

Inc.SuperMeatUPSIDEFoodsFounded:

2015Founded:

2011Founded:

2015HQ:United

StatesHQ:IsraelHQ:United

StatesProduct:

Cultivated

meatValuation:

1billion

USDEmployees:

312Product:

Plant-basedeggs

+cultivatedmeatEstimated

revenue:

75

million

USDEmployees:

263Product:

Cultivated

chickenEstimated

revenue:

2.4million

USDEmployees:24WildTypeMosa

MeatBlueNaluFounded:

2016Founded:

2016Founded:

2017HQ:United

StatesHQ:TheNetherlandsProduct:

Cultivated

hamburgerEstimated

revenue:

7million

USDEmployees:161HQ:United

StatesProduct:

Cultivated

salmonEstimated

revenue:

2

million

USDEmployees:

113Product:

CellularaquacultureEstimated

revenue:

2million

USDEmployees:

5817

Notes:Revenue

figures

refertothe

estimated

gross

sales

and

otheroperating

revenue

adjusted

forthe

costofreturns,allowances,and

discounts,

i.e.,

representing

total

net

sales.

Other

figures

are

estimates.Company

InsightsSources:

Crunchbase;

Dealroom.co;

LinkedIn;Government

investmentsPublicfunds

forfood

innovation2021:

10

MillionUSD2022:

60

MillioneurosTheU.S.

government

hasbeen

supportiveofcultivatedmeat

and

other

alternative

proteinsolutions

forseveral

yearsnow,

culminatingina146

million

U.S.

dollarsUSDA

grantforsustainableagriculturalresearch

projects.

10million

dollarsof

this

grantwas

awarded

toTufts

University

to

establish

the

NationalInstituteforCellularAgriculture.TheNetherlandsisamong

thefrontrunners

incultivatedmeat

design

withMark

Post‘scultivatedburger

world

premiere,

and

theyshow

nosignsof

lettingup.

The60-million-eurograntawarded

in2022

ispartof

the

NationalGrowth

Fundand

will

beused

tobuild

upacellular

meat

and

agriculture

ecosystem.Globally,thisisthe

largest

publicly

fundedinvestment

inthisindustryto

date.2022:

18

MillionUSD2023:

12

MillionGBPIsrael

isinvesting

heavily

inthecultivatedmeatsector.

TheIsrael

Innovation

Authoritygranted18

million

U.S.

dollarstoaconsortium

forcultivatedmeat

development

consisting

of

14companies.

Israel

sees

cultivatedmeat

as

acrucial

industry,illustrated

byprime

ministerBenjamin

NetanyahupubliclytastingAlephFarms‘

cell-based

steak

in2020.UK

Research

andInnovationhasinvested

12million

British

pounds(GBP)intheUniversity

ofBath‘sCellularAgricultureManufacturingHub.TheHubwill

focusonways

tomanufacturecultivatedmeat

atalarge

scaleagainstrealisticcosts.

Inthelongrun,theUKgovernment

planstospend120

million

GBP

on

sustainableproteins.18Sources:

CNS

Media;

The

GoodFoodInstitute;

The

Timesof

Israel;TIMEBig

companies

all

want

to

jump

on

the

bandwagonInvestments

of

food

companies

incultivated

meatCultivatedmeat

poses

athreat

to

thetraditionalproteinmarket

leaders,

as

ithasthepotential

to

revolutionize

theglobal

food

market.

Therefore,

market

leaders

JBS,Cargill,TysonFoods,

and

Nestlé

havebeen

investingheavily

inalternative

protein

inthepastfewyears.

Forinstance,Cargill,which

isthelargest

privately-held

company

intheU.S.,

hasinvested

inseveral

promising

startupssuchasAlephFarmsandUPSIDEFoods.

TysonFoods,

Cargill’smaincompetitor,hasalsoobtained

aninvestment

portfolio

inthe

cultivatedmeat

segment,

and

sohasglobal

food

leader

Nestlé.

Brazilianmeatpacker

JBShasgone

onestep

furtherwith

theJBSCARGILLUPSIDE

FoodsAleph

FarmsBiotech

FoodsBiotech

FoodsTYSONFOODSconstruction

oftheworld’s

largest

cultivatedmeat

lab.JBS’ssubsidiary

Biotech

Foods

startedbuildingthe

factory

inJuneof

2023

inSanSebastian,Spain.NESTLÉUPSIDE

FoodsBeliever

MeatsBeliever

Meats19Sources:

CNBC;

Crunchbase;

F;FoodNavigator;

Reuters03Consumer

behavior•

Willingness

toeatcultivatedmeat•

Vegans

and

cultivated

meat•

Whatmakes

cultivatedmeat

appealing?•

Marketing

messages•

Hybrid

meat

asasteppingstoneThe

market

is

ready.

How

about

the

consumer?ChapterintroductionThisreport

hasthusfarpaintedapictureof

ahighlypromising

product

ready

tohittheground

running.Thefood

industryisprepared,

andlegislators

are

well

on

theirway,buthowbigisthemarket

forcultivatedmeat?

Dopeople

even

wanttoeatmeat

thatwas

madeinalaboratory?Survey

data

does

notyet

giveadefinitive

answer

tothesecrucial

questions.

Whenasked

ifthey

would

bewilling

totrycultivated

meat,consumers

inEurope

and

theU.S.are

divided.

Whereas

aroundaquarterof

people

would

beopen

to

eating

lab-grown

foods,

asimilarshare

ofthepopulationwould

noteven

consider

it,andalarge

groupisstillundecided.Ontheone

hand,

cultivated

meat

soundslikeagood

matchfor

contemporaryconsumer

priorities.

Itspromise

to

beamore

sustainablealternative

totraditionalmeat

resonates

with

younger

consumers,

who

valuesustainabilityand

theenvironment.

Ontheother

hand,lab-grown

andhuman-designed

food

products

goagainstsome

consumers’

preferences

for

authenticand

ethical

food

products.Otherfactorstoconsider

includethepopularity

of

meat-avoiding

diets,aswell

ashow

thisnew

food

tastes.

Fornow,

itseems

thatconsumers

stillneed

to

get

usedtothe

ideaofeating

something

thatwas

grown

in

alab.21Sources:Consumer

InsightsWillingness

to

eat

cultivated

meat

in

EuropeEuropean

surveysWould

you

eatacultivated

meat

product?Would

you

consider

buying

cultivated

meatiftheprice,taste,

and

textureareright?Opinionsoncultivatedmeat

aredivided.

Two

2022surveys

conducted

intheUnited

Kingdomand

theNetherlands

show

thatthere

areroughly

asmanyproponents

asopponents

among

adults.IntheUK,38

percent

of

consumers

would

eat

acultivatedmeat

product.Thisrepresents

alargergroup

thanthose

whowould

notbewilling

totrythisnovel

product.One-third

ofconsumers

areundecided.ProbablyDefinitelynotProbablynotProbablynot17%DefinitelyProbably14%DefinitelyUnsure14%10%15.6%28.7%16.2%22.6%33%28%IntheNetherlands,

theshareof

consumers

whowould

notbuycultivatedmeat

is

larger

than

theshareof

people

who

are

open

to

theidea.

LikeintheUK,manyare

stillunsureiftheywould

buyalab-grown

burger,even

iftheprice,taste,andtexture

areright.UnsureDefinitelynot22

Notes:(1)

United

Kingdom;

July

2022;

1,000

respondents;

UKconsumers;

(2)

Netherlands;

January2022;

1,128

respondents;

18

years

and

older;

Dutch

consumersestimates;

ID:1381872Sources:

(1)

Attest;

ProVeg;

ID:1381003;

(2)

ABN

AMRO;What

about

cheese?Cultivatedfood

preferences

inGermanyCould

youimagineeatinglab-grown

cheese?A2022

survey

reveals

thatGerman

consumers

mayhavequite

theappetiteforlab-grown

food

products.

Amongomnivores,

45

percent

couldimagine

eatinglab-growncheese;

formeat,

this

figure

issimilar.

Thisisroughly

10percentage

pointshigherthan

in2021.Shareofrespondents72.2%71.4%80%60%40%20%0%57.8%58.4%45%34.2%Thefigureshere

get

even

more

interesting

when

filtering

thesurvey

respondents

bydiet.

Onfirstthought,vegansandvegetarians

may

seem

likeanunlikely

target

group

forlab-grown

meat.

Nonetheless,

thedata

shows

thatalargeshareof

vegansinGermany

could

imagineeatinglab-grown

animalproducts.

More

than

58

percent

ofvegans

would

trycultivatedcheese,

while

nearly

30

percent

could

even

imagineeating

cell-based

meat.

Thissuggeststhatthere

isapotentialmarket

forcultivatedmeat

and

cheese

among

consumerswho

follow

specific

diets.20212022VegansVegetariansOmnivores29.9%Could

youimagineeatinglab-grown

meat?Shareofrespondents50%42.5%39%37.1%32.9%40%30%20%10%0%29%20212022VegansVegetariansOmnivores23

Notes:(1)

Germany;2021

to2022;

2,733

respondents;

15

to64

years;

Germanconsumers;

(2)

Germany;2021

to

2022;

2,733

respondents;

15

to

64

years;

GermanconsumersSources:

(1)

Veganz,

ID:1380662;

(2)

Veganz,ID:1380598American

consumers

are

driven

by

curiosityReasons

forinterest

incultivatedmeat

intheUnitedStates2022Novelty

isoneof

the

key

concepts

inadvertising.

Itincreases

the

public’sinterest

inaproduct

and

hasapositive

effect

onconsumer

attitude.Therefore,

itcomes

asnosurprise

that

aDecember

2022

survey

amongU.S.consumers

revealed

thatcuriosity

andnovelty

arethemaindrivers

behindtheinterest

incultivatedmeat.

65

percent

ofrespondents

named

this

as

areason

forthemtotrythe

product.

Over

50

percent

ofrespondents

also

named

the

environment

andanimalwelfare

among

the

reasons

fortheirinterest.

Global

food

security

isalsoseen

as

animportant

partofthepromise

ofcultivatedmeat.ShareofrespondentsCuriosity/novelty65%EnvironmentalreasonsAnimalwelfareGlobal

foodsecurityHealthreasonsOther51%51%44%23%5%0%10%20%30%40%50%60%70%24

Notes:United

States;

December2022;

1,018

respondents;

18

years

and

older;respondents

who

have

been

informed

about

cultivated

meatSources:

Change

Research;The

GoodFoodInstitute;

ID:1380561;

Text:Sheinin

etal.Marketing