A recent report by North Mountain Consulting Group, titled ‘Consumer Adoption of Cultivated Meat: South African Early Adopters’, indicated that 91% of the 1 087 people who participated in the survey said they were likely to purchase cultivated meat on a regular basis, while 53% reported a high level of interest in the meat.
About 76% indicated that they were somewhat likely to pay a higher price for cultivated meat than they were paying for the conventional kind, whereas 30% were very or extremely likely to do so.
Should cultivated and plant-based meat become widely available in South Africa, early adopters, identified in the survey, revealed that cultivated meat could make up 36% of their future meat intake, compared with 30% for the general population.
Motivations for purchasing cultivated meat included perceptions that it was better for the environment; contributed to local food security; did not harm animals; contributed to wild animal conservation; was healthier; and did not contain antibiotics or pathogens.
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