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When plant-based meets cultivated: consumer attitudes towards hybrids of plant-based and cultivated alternatives in the UK

(2 min read)

Combining plant-based and cultivated ingredients allows for the development of a new generation of food products that have the potential to be tasty, healthy, affordable, and sustainable. 

But how will consumers see hybrids of plant-based and cultivated ingredients? This is the question that ProVeg tried to answer by conducting an online survey of 1,000 UK participants in July 2022. 

It is encouraging to see so many consumers are open to buying and eating hybrid plant-based/cultivated meat products. Many are even anticipating eating such products on at least a weekly basis. As with other similar products, we see the highest appeal to younger and more educated consumers, and overall, we see quite high expectations for the quality of such products.”

Chris Bryant, PhD

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