Almost three-in-four members of Australia’s Gen Z are ‘disgusted’ by the idea of lab-grown meat and said they would not eat it instead of animal products, a study found.
Synthetic, lab-grown — or ‘cultured’ — meat is grown in dishes from samples of real animal cells, instead of being sourced from the slaughter of livestock.
Experts believe that a move away from traditional meat production is necessary, given animal welfare concerns and the environmental impact of livestock farming.
A recent study argued that a broad switch to plant-based proteins could remove 16 years’ worth of atmospheric CO2 emissions by 2050 by restoring native vegetation.
Accordingly, many Gen Z and millennials are understood to have taken up veganism or vegetarianism to help mitigate climate change and minimise animal suffering.
However, the survey of 227 Gen Z Australians found that as many as 72 per cent have reservations about eating cultured meat over its animal-derived forebear.
Nevertheless, 41 per cent of those polled also said that they saw synthetic meat as having the potential to be a viable nutritional source in the future.
Almost three-in-four members of Australia’s Gen Z are ‘disgusted’ by the idea of lab-grown meat, pictured, and said they would not eat it instead of animal products, a study found
Generation Z — those born between the years of 1995–2015 — make up around 25 per cent of the current UK population and some 2 billion people worldwide — make them a consumer segment manufacturers must reckon with.
For the world to reap the environmental and animal welfare benefits of cultured meat — over livestock farming — in the future, Gen Z must be sold on the concept of lab-grown meat.
Despite expressing concern over the treatment of animals in meat production and the environmental impact of the industry, experts found that nearly three-quarters of Generation Z are not ready to accept cultured meat into their diets.
However, the researchers also found that 41 per cent of Gen Z do believe that lab-grown meat can be a viable nutritional source, given the need to both improve animal welfare and to transition to more sustainable food options in the future.
‘Our research has found that Generation Z — those aged between 18 and 25 — are concerned about the environment and animal welfare,’ said paper author and food sustainability expert Diana Bogueva of the University of Sydney.
‘Yet most are not ready to accept cultured meat and view it with disgust,’ she added.
‘In-vitro meat and other alternatives are important as they can help to reduce greenhouse emissions and lead to better animal welfare conditions.’
‘However, if cultured meat is to replace livestock-based proteins, it will have to emotionally and intellectually appeal to the Gen Z consumers.’
‘It may be through its physical appearance, but what seems to be more important is transparency around its environmental and other benefits.’
In their study, Dr Bogueva and colleagues polled 227 Australians aged from 18–25 about their demographics and dietary preferences — including their thoughts on real meat, cultured meat and other alternatives like plant proteins and insects.
The survey revealed that although 59 per cent of participants were concerned about the environmental impact of traditional livestock farming, many were unclear on what such entailed and did not understand the associated resource depletion.
Respondents also expressed several concerns around the consumption of cultured meat, including around an anticipated taste or disgust, health and safety — and whether it is a more sustainable option than other alternatives.
Synthetic, lab-grown — or ‘cultured’ — meat is grown in dishes from samples of real animal cells, instead of being sourced from the slaughter of livestock. Pictured, chef Richard McGeown prepares a lab-grown beef burger made by researchers from Maastricht University
Societal concerns were also prevalent among the participants’ responses, with many expressing concerns that eating cultured meat would be in conflict with perceptions of gender and national identity.
‘Gen Z value Australia’s reputation as a supplier of quality livestock and meat, and many view traditional meat eating as being closely tied to concepts of masculinity and Australian cultural identity,’ Dr Bogueva explained.
Others polled reported being concerned about animal welfare, whereas some viewed cultured meat as a conspiracy orchestrated by the rich and powerful — and were determined not to be convinced to consume it.
‘Generation Z are also unsure whether cultured meat is actually more environmentally sustainable, described by several respondents as potentially “resource consuming” and not being “environmentally friendly”,’ said Dr Bogueva.
‘The respondents were effectively divided into two groups: the “against” described cultured meat as “another thing our generation has to worry about” and questioned the motivations of those developing it.’
Meanwhile, she added, ‘supporters described it as “money invested for a good cause” and “a smart move” by people who are “advanced thinkers”.’
‘This generation has vast information at its fingertips but is still concerned that they will be left with the legacy of exploitative capitalism that benefits only a few at the expense of many.’
‘They have witnessed such behaviour resulting in climate change and are now afraid that a similar scenario may develop in relation to food — particularly as investors are pursuing broader adoption of cultured meat.’
The full findings of the study were published in the journal Frontiers in Nutrition.