Nearly Half of Gen Z Open to Trying Lab-Grown Meat, New Study Finds

A new study by Ipsos has revealed that nearly half of Gen Z Brits, those aged 16 to 29, are open to eating cultivated meat. At 47%, their willingness far surpasses that of older generations. Only 21% of Baby Boomers, 22% of Gen X, and 38% of Millennials said they'd consider trying lab-grown meat.

But here's the twist: most people still don’t know what cultivated meat is. Fifty-eight per cent of those surveyed admitted they knew nothing about it, and a third had never even heard of it before. That gap in awareness could be an opportunity, a chance to shape how the public thinks about these products as they hit the market.

When asked why they might support cultivated meat, a third of respondents pointed to animal welfare. They liked the idea that animals wouldn’t need to be slaughtered. Another 21% saw potential environmental benefits, while 20% highlighted the reduced risk of diseases passing from animals to humans.

Still, there were concerns. Nearly half of the participants expressed uncertainty about the long-term health effects of consuming cultivated meat. Some, 42%, felt it seemed unnatural. A quarter of people flagged high production costs as a significant barrier.

Gen Z’s ethical awareness continues to stand out. A separate study by Faunalytics and Good Growth Co. earlier this year showed that most Gen Z respondents across the US, Indonesia, Thailand, and China believe society isn’t doing enough to protect animals or the environment.

There’s growing evidence to back that up. Research from 2023 confirmed that Gen Z is leading the shift in the US vegan market. Recent data suggest that 14% of Gen Z Americans no longer consume conventional meat.

“Our Ipsos Observer UK research suggests there is a genuine potential growth market for cultivated meat in Britain, in particular among younger people,” said Peter Cooper, Director Global Omnibus Services at Ipsos.

“With limited knowledge about cultivated, or ‘lab-grown’ meat, there is a chance for producers to shape perceptions before it’s done for them. That being said, consumers do still have some concerns, in particular around the unclear long-term health impacts of cultivated meat. This will need to be addressed for perceived environmental upsides to be realised.”