A U.S. based study not long ago since found that 77% of Generation Z are just fine with technologically produced food, significantly in relation to GMO crops. The findings were a welcome change since consumer acceptance is the biggest obstacle to further technology being adopted by the industry.
However, acceptance may have its limitations, as new research has found that, despite great concern for the environment and animal welfare, 72% of Gen Z was not prepared to accept laboratory-cultured meat (often referred to as "fake meat").
Approximately 2 billion people are part of Gen Z, so their influence is not to be taken lightly in the agricultural and other sectors.
Despite the lack of enthusiasm for the meat alternative, defined in the survey as a lab-grown alternative meat produced by in-vitro cell crops of animal cells, 41% stated that it could be a sustainable nutritional source due to the need to transition to sustainable food options and improve the welfare of animals.
"Our research has found that Generation Z - those aged between 18 and 25 - are concerned about the environment and animal welfare," said the study's lead researcher, Dr. Diana Bogueva, from the University of Sydney's School of Chemical and Biomolecular Engineering. "Yet most are not ready to accept cultured meat and view it with disgust."
59% of participants expressed concern about the environmental effects of traditional livestock production, but many of them did not know the impact or understand the associated depletion of resources. These effects differ in various geographical areas worldwide, and the United States is widely regarded as the leader in minimizing the impact of cattle and making the most of each animal.
Participants had several concerns about cultured meat and whether it's a more sustainable choice, including an anticipated taste, disgust, health, and safety.
The study ignited different kinds of concerns, where many respondents expressed concern that eating cultured meat would conflict with sexual and national identity perceptions, particularly in Australia, where the study was conducted.
Others cared about animal welfare; some considered cultivated meat a plot orchestrated by the rich and the powerful and decided not to be persuaded to eat it. Several people were unsure if cultivated meat was an eco-sustainable option.
The researchers gathered views of cultivated meat from Generation Z through an online survey. 227 randomly selected respondents from Australia were asked about their demographics, dietary preferences (like how often they wanted to eat meats), how they thought it was necessary to accept and consume cultured meat, and their preference for meat alternatives.
The research was done at the University of Sydney and Curtin University and is published Sept. 8 in the journal Frontiers in Nutrition.
