Manufacturers view the protein alternative as the “natural evolution” of food production.
The COVID-19 global pandemic shocked and disrupted protein supply chains in 2020, leading the industry to rethink operations from start to finish to better meet consumer demand.
“The poultry industry worked through the extreme volatility that COVID-19 brought to producers and processors and consumers,” Will Sawyer, Lead Animal Protein Economist, CoBank, Knowledge Exchange, said. “I think the industry will change because of COVID-19 – from technology and new products and expansion into new areas.” Sawyer will share insights and evaluate the status of the world’s recovery from COVID-19 and how this will impact demand for chicken in the U.S. and around the globe at the 2021 Chicken Marketing Summit.
Consumer appetite and interest for cultured meat is primarily driven by the novelty factor, explained Kevin Ryan, founder of Malachite Strategy and Research.
Ryan spoke alongside Charlie Arnot, the CEO of the Center for Food Integrity (CFI), and Eric Schulze, Vice President of Product and Regulation at Memphis Meats during CFI NOW: Cell-Based Protein – Consumer Appetite & Emerging Markets.
“When people are asked [about their opinions on] alternative meats, they say that it is healthier and more environmentally friendly,” Ryan explained. “What’s interesting is that the number one reason, at this point at least, is curiosity.”
Meat companies may see the novelty factor as a red flag, but Ryan sees it more as a naturally occurring phase associated with new foods.
The cultured meat consumer
Consumers who express interest in trying cultured meat typically earn a high income, are younger than 45 years of age, male and college educated. Read more