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Variability in consumer perception of meat and meat substitutes
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Session 58, Theatre 1. International audience. This study, conducted with more than 16,000 respondents in 5 countries (Brazil, Cameroon, China, France, SouthAfrica) was aimed at analysing the consumption of meat and meat substitutes according to sociodemographic factors.For this, we asked for the criteria to choose food products at purchase time and for the proportion of people consumingmeat substitutes and willing to consume ‘cultured meat’. The most important criteria when purchasing food productsare the following: sensory quality (67%), price (56%), food safety (47%), origin/traceability (45%), ethics (42%),nutritional value (35%), environmental impact (33%), and then appearance (24%) and presence of a label (22%). Menplace less importance on food safety (44 vs 50% for women, P<0.01). There is also an age effect (P<0.01), peopleover 51 years of age putting less importance on price (40 vs 52-69% than younger respondents). Respondents whorarely consume meat place price first, vegans/vegetarians place ethical and environmental concerns first, unlike meatconsumers who consider sensory quality to be the most important (P<0.01). These results also depend on countries(P<0.01): sensory quality, food safety, origin/traceability and price are more important in Brazil, China, France andthen two African countries respectively. On average, 45% of respondents eat meat substitutes. This result depends ongender (50% for women vs 39% for men), country (70% in China vs 29% in Brazil) and dietary habits, with flexitariansand vegetarians being 59-60% to consume meat substitutes. Thirty nine percent of the respondents would be regularlywilling to eat cultured meat (43% of women and 36% of men; 46% among 18-30 year-old respondents vs 33-36%for the oldest). This proportion is higher for flexitarians and vegetarians (47-49%). The French are the least ready toconsume ‘cultured meat’ (17%) vs 54% in Brazil. To conclude, perception of meat and meat substitutes depends onsociodemographic factors, mainly countries and dietary habits.
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