Perception towards Cultured Meat: A Survey of Potential Consumers in India

Authors

  • P S Girish ICAR – National Research Centre on Mithun, Medziphema, 500076 Nagaland, India
  • Santhosh Kacham ICAR – National Research Centre on Meat, Chengicherla, Hyderabad 500092 Telangana, India
  • D C Praneetha ICAR – National Research Centre on Meat, Chengicherla, Hyderabad 500092 Telangana, India
  • Madhusudhan Rao CSIR – Centre for Cellular and Molecular Biology, Habsiguda, Hyderabad 500007 Telangana, India
  • V Bhaskar ICMR – National Institute of Nutrition, Tarnaka, Hyderabad 500007 Telangana, India
  • C Ramakrishna ICAR – National Research Centre on Meat, Chengicherla, Hyderabad 500092 Telangana, India
  • Balamanikandan Raja 2ICAR – National Research Centre on Meat, Chengicherla, Hyderabad 500092 Telangana, India

DOI:

https://doi.org/10.48165/jms.2024.19.01.03

Keywords:

Meat, Cultured meat, Consumer perception, India, Consumer research, Survey

Abstract

            Meat is an important component of the food basket of India and it plays a critical role in meeting protein demand and ensuring the nutritional security of the ever-growing population. Concerns related to environmental impact, shrinking resources, and animal welfare issues continue to haunt the meat industry. Cultured meat on the other hand promises to produce meat without the need to rear the livestock by utilizing fewer resources with minimum impact on the environment. Here, an effort has been made to capture the perception of Indian consumers towards cultured meat by conducting a survey. Results of the survey revealed that about 60.52% of the respondents are willing to buy the cultured meat if made available. It was found that 45.9% of the respondents who are willing to buy cultured meat are ready to pay a premium price range between 10-30%. Among the respondents, 54.0, 59.1 and 66.5% opinedthat cultured meat is a potential alternative to traditional meat in view of challenges like sustainability, nutritional security, and animal welfare, respectively.

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Published

2024-02-16

Issue

Vol. 19 No. 1 (2024): Journal of Meat Science (June) 2024

Section

Research Article

License

Copyright (c) 2024 P S Girish , Santhosh Kacham, D C Praneetha, Madhusudhan Rao, V Bhaskar, C Ramakrishna, Balamanikandan Raja

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Girish , P.S., Kacham, S., Praneetha, D.C., Rao, M., Bhaskar, V., Ramakrishna, C., & Raja, B. (2024). Perception towards Cultured Meat: A Survey of Potential Consumers in India. Journal of Meat Science, 19(1), 20–27. https://doi.org/10.48165/jms.2024.19.01.03
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