Want to know who’s interested in cultivated meat and why? Here’s a quick breakdown:
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Key Buyer Groups:
- Earth-Care Advocates: Young, educated, eco-conscious, willing to pay more for sustainability.
- Health-Watchers Flexitarians: Focused on health and food safety, need solid scientific proof.
- Tech Fans: Urban, younger, love innovation, eager to try new products.
- Cost-Aware Old-Schoolers: Older, rural, cautious about safety and price-sensitive.
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What Drives Interest:
- 40% of Brits are open to cultivated meat, but trust in safety, price, and clear benefits are key.
- Younger generations (Gen Z and Millennials) are the most willing to try it.
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Barriers:
- Concerns around safety, unnatural production, and cost.
- Words matter: “cultivated” sounds better than “lab-grown” to most people.
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Opportunities:
- Highlight eco-benefits, health advantages, and innovative technology.
- Build trust through transparency and affordable pricing.
Quick Tip: Tailor your message to each group - what works for eco-conscious buyers might not work for price-sensitive ones.
| Buyer Group | Age Range | Key Motivations | Concerns | Likelihood to Try | Price Sensitivity |
|---|---|---|---|---|---|
| Earth-Care Advocates | 18–34 | Environment, animal welfare | Proof of sustainability | High | Low |
| Health-Watchers Flexitarians | All ages | Health, food safety | Need scientific evidence | High | Moderate |
| Tech Fans | 18–34 | Innovation, trying new things | Limited availability | High | Low |
| Cost-Aware Old-Schoolers | 50+ | Familiarity, affordability | Safety, unnatural production | Low | High |
This segmentation helps companies craft targeted strategies to boost adoption of cultivated meat in the UK. Let’s dive into how these insights can shape marketing and product development.
Ways to Study Buyer Groups
Methods Used
In the UK, folks use many ways to learn about what buyers think. This includes surveys, focus groups, cluster analysis, and conjoint analysis. Big online surveys like Food and You 2 and Consumer Insights Tracker (CIT) get info from many people all over the country. They look at things like if people want to try new foods, how they feel about safety, and other points that make buyers choose what they buy [3].
Focus groups give us a look at the emotions and social bits that play into how buyers act. When we put them together with survey info, they help explain the "why" behind the numbers [1].
Cluster analysis goes deeper by putting buyers into groups if they act alike. This math way spots groups in the market, showing common feelings, acts, and likes [1].
Conjoint analysis checks the choices buyers make when picking food. It helps us see how price, taste, safety, and caring for the environment affect what people decide.
All these ways give us different kinds of data. We use this info to study groups of buyers in detail.
Types of Data Looked At
When studying groups of buyers, there are three main types of data we use to understand market groups:
- Demographic data: This looks at things like age, gender, schooling, money, and where people live. For instance, studies tell us that younger folks in the UK often like the idea of lab-made meat, and we see clear differences between age groups [1].
- Psychographic data: This goes into what people think is important, their beliefs, and how they live. It shows if people care most about the earth, animals, or health when choosing what to eat. We see that 59% in the UK see good things in lab-made meat, like helping animals, the earth, and food for the world [3].
- Behavioural data: This looks at what and how people really eat and buy. Studies tell us 82.4% of UK folks have tried plant-based meat options, but most (96.5%) haven't tried lab-made meat yet [6].
Stats tools like binomial logistic regression help find which things like gender, age, where they live, schooling, and past tries with lab-made meat change how buyers think [3].
UK Market Points
The UK market has its own tough parts and chances for studying buyer groups, made by unique buyer thoughts and cultural bits.
One big point is how careful many UK buyers are with new foods. Words matter a lot here: studies show that saying "cultivated" instead of "lab-grown" makes people more willing to try these foods. Also, talking up the benefits and doing surveys recently have made people feel better about them [3].
Trust in rules is another key driver. Many buyers will try lab-made meat if they trust the rules that check if the food is safe. This fits with how careful the UK is when letting new foods in [3].
The way the land has been farmed shapes how people think. A big part of the people (85%) worry about lab-grown meat, naming things like safety, its not-natural feel, and how it might hurt old farm towns [3]. These worries show why it's key for experts to see the difference between folks from the city and the country and talk to them right.
Care for the earth also splits the groups apart. The UK's big green push has made a clear set of earth-friendly buyers who care deeply about what they eat [5].
New studies show that the want to eat lab-grown meat hasn't changed much in the last two years (2022–2024), but it has gone up over time [3]. This shift shows how the views of UK buyers keep changing.
Key Buyer Groups for Grown Meat
Overview of Buyer Types
When we look at the UK market for grown meat, we can spot clear sets of buyers. Studies tell us that around 40% of British folks are ready to give grown meat a go, while 33% have not made up their minds yet [2]. This interest changes a lot depending on age and gender: the younger ones are way more willing (88% of Gen Z over 72% of Baby Boomers), and men are much more likely than women to say they would try it [4][8].
We see these main buyer types:
- Earth-Care Advocates: These people care about our planet and animals.
- Health-Watchers Flexitarians: They look at health gains and safe food.
- Tech Fans: They love new things and tech.
- Cost-Aware Old-Schoolers: They want cheap and known things.
Full Look at Each Buyer Type
Earth-Care Advocates love grown meat the most. They like that it can cut down on usual farm harm to our world and help animals. This group is mostly young, has good schooling, and knows about other plant foods. They are okay paying more if it clearly helps the planet, but they want real proof of it.
Health-Watchers Flexitarians keep their health and safe food in mind. They are drawn by having less risk of disease or bad stuff in their food [4]. A lot of them already eat less meat and look at plant-based food too. But they need true, science-backed facts that show grown meat is healthier before they fully go for it.
Tech Fans jump on new products. About 65% of buyers say they are curious and like trying new stuff, so they go for grown meat [7]. These folks are often younger, live in cities, and have more money. They are okay not having all facts first; they just want to check out new foods and often get their friends into it too.
Cost-Aware Old-Schoolers are more careful. They stick to known foods and are unsure about grown meat because they worry about its safety, its odd "made" nature, and how it might change farming life - things 85% of UK folk talk about [3]. This group has older people, lives in country areas, and has less cash. They really need good test results and official okay, and they want grown meat to cost like usual food.
Not everyone fits just right into these groups. Some vegans, for example, have mixed feelings about grown meat. While they may like how it feels like normal meat, some don't like that it's too similar, especially when compared to plant-based kinds.
Table of Buyer Traits
Here's a look at what each buyer group is all about:
| Buyer Group | Age | Top Wants | Main Blocks | Chance to Buy | Care About Price |
|---|---|---|---|---|---|
| Green Fans | Young adults | Earth care, good for animals | Need strong, proven facts of good | Very high | OK with high prices |
| Fit Food Lovers | All ages | Own health, safe food | Want strong health facts | High | Middle care on prices |
| New-Tech Fans | Young adults | New stuff, want to know | Not many things to try | Very high | OK with high prices |
| Low-Cost Old Timers | Older adults | Known things, good deal | Worry on safety, pureness, and low cost | Low | Need very low prices |
Thoughts on Market Moves
The first to try - those into saving our planet, loving new tech, and eating with health in mind - are set to push the early buzz for lab-grown meat. Yet, to get a bigger crowd to buy in, we must hear out the worries of those who care about cost. This split tells us why about 70% of UK buyers are kind of ready to buy lab-grown meat often, but only 25–30% really think they might swap it in for all the usual meat [1].
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Selling and Making Products Better
Aimed Selling Ways
To know what buyers care about most is main to make selling plans that hit right with all groups. Studies say that 80% of UK buyers are quite ready to try grown meat, but why they might is all over the place [1].
For some, it's about the good it does for the planet and right ways of doing things. These people like clear proof that it helps our Earth. Others look at the health pluses, like fewer germs and no need for drugs in making it, and they go for claims backed by science. Then, there's a group that likes the new tech behind grown meat. They want simple talks about the tech that make it easy to get. Lastly, some buyers need to know it's safe and a good deal and they want open facts on how it's made.
What you call the meat matters too. Studies tell us more people will try it if it's named “clean meat” over “lab-grown meat” [9]. Sites like Cultivated Meat Shop can use these facts to set up aimed drives that meet the unique needs of each group, helping build trust and getting more to try it.
These insights on selling don’t just shape drives - they also help craft what the product is.
Tips for Making Products
What buyers like should lead each step of making products, keeping open about it all as a big deal. Makers need to pick ways to grow it that seem natural and safe to buyers, and tell them in easy, clear words [10].
On the look of the products, having it feel known is key. UK buyers often pick usual types such as chicken and beef, but as they get more used to grown meat, they might try other kinds too. Making sure it doesn’t seem "fake" is very important. Products must look, taste, and cook just like the real thing to win over those unsure.
For those who watch their health, showing real health pluses can make a big difference. To hit the mark, teams that develop products should work close with selling teams. This makes sure the way it’s made matches what they say, building more trust from buyers [10].
While matching products with what buyers think is big, making a group that backs it can make it easier for others to start loving it.
Building a Group of First Fans
Making a group of the first to try it can help make grown meat seem normal and bring in more acceptance. Young ones aged 18–34 really back this new thing [11]. As ones who grew up online, they look for spots on the web where they can learn, talk, and share what they know.
First fans often live in big cities, lean towards open thinking, are learned, and are cutting down on meat [11]. Stephanie Jaczniakowska-McGirr, who heads Corporate Engagement at ProVeg, points out how key it is how grown meat is shown.
"Cultured meat is a food product not a science experiment. It's critical that we communicate about cultured meat in ways that will encourage consumer adoption in the future. Our research shows that using food-based images and neutral terminology, while highlighting product features and benefits such as sustainability and taste, are key to ensuring positive consumer perceptions of cultured meat." [11]
Knowing how to grow cells in a lab helps more people say yes to it [1]. Online groups can be key in this by teaching well. They can offer spots on waitlists, news on how things are made, and early looks at new tests to keep the first users busy. The aim is to make a group of smart fans who not just like lab-grown meat but also tell others about it, making it easier for most folks to try.
Conclusion: Market Segmentation Impact on Adoption
Market dividing has shown to work well for boosting how fast people in the UK welcome farm-grown meat. By knowing the different needs and likes of varied buyer groups, stores can make ads that fit well with each group's core beliefs and top wants.
We see clear trends in the numbers: About 87–89% of Gen Z and 84–85% of Millennials want to try farm-grown meat, while 36% of men are keen versus only 16% of women [13][14][12]. These clues help stores use their tools best on those most likely to try it first, making more effect.
How they name it also matters a lot. Tests show folks like the words "farmed" or "grown" more than "cell-based" [1]. This small change in words can cut down doubt and help more people agree to it.
Breaking the market into bits also tackles the varied worries buyers have about farm-grown meat. While doubts are common [3], different groups put weight on these issues in their own way, making a one-answer-fits-all way not work.
Also, UK buyers look a lot at price. This highlights how key it is to have price plans that mirror what's going on locally [1]. These points make a base for more look into how buyer taste and acts change.
New paths for study
With what we now know, future study should keep an eye on how buyer views shift and check new market bits that haven't been looked at much, like pet food. For instance, the part of UK folks willing to try farm-grown meat rose from 19% in 2012 to 26% now [12], showing a slow but clear change in what people think that needs more deep digs.
The pet food area looks full of chance. With 48% of UK folks okay with farm-grown meat for pets (versus 30% not for it) [12], this part could be a good place to start to build trust, which might later spread to human eats.
Learning stays a main thing to look at. As Keri Szejda from North Mountain Consulting Group says:
"The results suggest that cultivated meat is likely to be widely accepted by the general public, especially the younger generations and an eager group of early adopters who appreciate its benefits across a wide range of social issues." [13]
The UK has places where people think in different ways. Studies show that folks in England and Wales like trying lab-grown meat more than those in Northern Ireland [3]. Knowing these small area details can help firms set better plans for entering the market.
At the end, rules that change often will be key. Next research should look at how buyers feel about new safety okays and rule changes. These things will shape how fast people in different groups start to use the product.
FAQs
What concerns do consumers have about cultivated meat, and how can companies address them?
Consumers often express concerns about cultivated meat, viewing it as unnatural, questioning its safety, and doubting its health advantages. To ease these worries, companies need to focus on educating the public about the stringent safety measures and controlled production environments involved. Emphasising that cultivated meat is produced under strict regulatory guidelines and is free from harmful bacteria can go a long way in alleviating these doubts.
Being open and transparent is crucial. Sharing clear details about safety practices, regulatory approvals, and the environmental benefits of cultivated meat can help foster trust and build acceptance among UK consumers. Consistent and straightforward communication is essential to narrowing the gap between this innovation and public confidence.
How does market segmentation help in promoting cultivated meat to different consumer groups?
Market segmentation helps businesses pinpoint and understand unique consumer groups by looking at factors such as eating preferences, personal values, and demographics. By identifying these distinctions, companies can craft marketing strategies that genuinely connect with specific audiences.
Take, for instance, environmentally conscious consumers - they're likely to respond positively to messages highlighting sustainability. On the other hand, health-conscious individuals might be more interested in the nutritional value and safety aspects of cultivated meat. This kind of targeted messaging doesn’t just enhance communication; it fosters trust, boosts engagement, and speeds up the acceptance of cultivated meat products.
How is consumer data collected for cultivated meat, and why does it matter?
To get a clear picture of how consumers feel about cultivated meat, researchers rely on tools like surveys, questionnaires, and choice experiments. These methods shed light on people's attitudes, what motivates them, and any hesitations they might have about trying these products.
The insights gathered are crucial for market segmentation. This allows businesses to create products and marketing campaigns that speak directly to different consumer groups. By meeting their needs and earning their trust, companies can encourage the acceptance of cultivated meat as a more sustainable and ethical option for the future of food.
