Consumer perceptions of lab-grown cells: Awareness, barriers, and the power of information. A review

Szendrő, Katalin (2025) Consumer perceptions of lab-grown cells: Awareness, barriers, and the power of information. A review. CZECH JOURNAL OF ANIMAL SCIENCE, 70 (6). pp. 203-222. ISSN 1212-1819

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Abstract

Lab-grown cells (also known as cell-based or cultured meat) are novel food innovations that face uncertain consumer acceptance. This review examines recent research (2020–2024) on consumer perceptions of labgrown cells, focusing on three main areas: (1) public awareness and familiarity, (2) psychological and cultural aspects shaping perceptions, and (3) the impact of information on acceptance. Results show that the awareness of lab-grown cells varies widely across regions; in countries with high meat consumption, such as the USA and Australia, or where culinary delights are highly valued, such as France, respondents rated lab-grown cells lower than in those countries where meat consumption is now rising, for example, China or Mexico. The knowledge of lab-grown cells positively impacted attitude, while psychological barriers (e.g. food neophobia) and disgust emerged as key deterrents. The information provided to respondents significantly influenced their willingness to accept, buy, try, eat, and pay premium prices. Personal (mainly health-related) benefits significantly increased the acceptance of lab-grown cells, while societal benefits (e.g. benefits to the environment or animal welfare) had less prominent effects than expected. At the same time, information regarding production technology (high-tech, laboratory, artificial) resulted in lower ratings from respondents. The conclusion is that overlooking the positive attributes of meat and focusing on the unproven advantages of lab-grown cells may lead to misleading results. On the other hand, effective communication – especially messages highlighting personal benefits – can substantially improve the consumer openness.

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