Global Trend of Cultivated Meat

Published: September 24, 2023

This report on global search patterns for diverse meat alternatives over the past five years was developed in September 2023 using Google Trend analytics. This timeline is important to observe because it marks a turning point in global food habits, climate awareness, and technology.

Understanding these trends is key for industry stakeholders, whether they are startups or conglomerates. The popularity of terms like "cultivated meat" or "cell-based meat" can influence investment decisions. Based on "ethical meat" trends, companies considering a new product launch can determine whether the market is ready or needs a different marketing strategy. R&D can streamline its efforts to meet digital consumers' interests. Businesses gain a predictive edge by having direct access to global consumer sentiment.

However, this data is useful outside of corporate boardrooms. Policymakers use this report to gauge social changes. Searching for meat alternatives indicates a wider acceptance and possibly demand for such products. Environmental, urbanisation, and climate change policymakers can see these trends as signs of changing public priorities. These priorities could involve new food safety regulations, incentives for sustainable meat alternative industries, or public awareness campaigns. The UN and European Commission can use this data for global sustainability and food security.

This report does more than trace keywords; it reveals a changing global food, ethics, and sustainability paradigm. Data-driven insights could help create a more sustainable, ethical, and healthy future as the world faces climate crises and population growth.

From Curiosity to Mainstream

Our food preferences change as the world changes. The chart, "Five-Year Evolution of Meat Alternative Searches: 2017-2023," depicts the growing global interest in meat alternatives over the five years. It documents a significant shift from meat alternatives being a curiosity to becoming mainstream food options.

A variety of factors have contributed to this shift. Rising environmental consciousness, concerns about the ethical treatment of animals, and recognition of the health benefits offered by alternative proteins have increased online searches for meat substitutes. People are becoming more informed, and this knowledge motivates them to investigate options consistent with their values and health goals.

The food industry has evolved with this growing consumer interest; Technological advances in food science have produced meat substitutes that closely resemble traditional meats' taste, texture, and nutritional profile. As these products became more accessible to the average consumer, their acceptance grew due to increased availability in regular markets and supermarkets. Meat substitutes are no longer uncommon on restaurant menus, fast food chains, or in family kitchens.

The data points to a deeper and broader shift in societal food preferences, influenced by a combination of ethical concerns, health benefits, and the evolving food industry. This transition from curiosity to mainstream marks a watershed moment in global food consumption habits.

Adoption Disparity

The global food production landscape always undergoes transformational shifts, but differences in cultivated meat technology adoption rates between nations have come to the fore. Developed countries are leading the way in this transformation with their advanced research infrastructure and ample financial backing. They have the resources and capacity to invest heavily in research, production, and marketing of cultivated meat products, allowing their populations to benefit from these innovations sooner and more widely.

Many developing countries, constrained by limited resources and other pressing developmental needs, are racing to catch up in this technological integration. In the early stages of this evolution, their ability to actively participate in this emerging field may need to be improved, making them more observers than contributors.

Data interpretation presents its own set of challenges. Google is not the dominant search engine in many Asian countries and Russia. As a result, relying solely on Google Trend analytics may not provide a complete picture of actual interest and adoption rates in these regions. It emphasises the importance of utilising multiple data sources and comprehending regional digital behaviour to obtain a more accurate picture of global trends and disparities in cultivated meat technology.

To truly bridge this technological divide and ensure an equitable distribution of the benefits of cultivated meat, international collaboration, technology transfers, and nuanced data interpretation are critical.

The New Appetite for Cultivated Meat

Analysing specific regions provides a more detailed view. According to data, the United Kingdom leads in "cultivated" and "cultured" meat online searches. Following closely behind is the United States, which demonstrates a strong interest in these meat alternatives and, interestingly, a preference for "cell-based" meat.

Despite their differences in size and population, Singapore, India, and Israel all have high search rates for "cultured meats." It's especially notable for Singapore and Israel; despite their smaller populations than India, their search intensity remains high, indicating a concentrated interest due to their active industry presence.

Other countries, such as South Korea, Hong Kong, and the United Arab Emirates, primarily search for "cultured meat," indicating that, while interest in meat alternatives is palpable, it may be in its early stages, with a focus on cultured options. These patterns show that the world is actively seeking meat alternatives.

Conclusion

Cultured meat technology has the potential to aid in the resolution of global issues such as environmental preservation, animal protection, and food scarcity. Government agencies involved in finance, weather, the environment, urban planning, and scientific research must closely monitor developments in cultured meat. National and regional institutions should educate themselves on this technology and create enabling frameworks for its advancement.

The European Commission has a significant role in this field. It must be involved in directing research and setting standards for cultured meat because it oversees policies for the organisation's member states.

The United Nations (UN) also plays an important role in this context. The United Nations works to address global issues such as scarcity of food and rising population levels. The United Nations should develop a strategy for cultured meat, especially given its potential to provide environmentally friendly food sources. This strategy must include encouraging conversations, funding research, and ensuring access to technology, particularly in scarce food areas.

Federal Ministry for Economics and Climate Action Ministry of Environment, Urbanization and Climate Change Bundesministerium für Bildung und Forschung European Commission United Nations