Food choice drivers of potential lab-grown meat consumers in Australia

Purpose To examine the market potential for lab-grown meat (LGM) in Australia by: (1) determining consumers' willingness to consume LGM; (2) exploring heterogeneity in both consumers' willingness to consume LGM and food choice values; and (3) characterizing unique consumer clusters (segments) using socio-demographic, behavioral and psychosocial factors. Design/methodology/approach Latent class cluster analysis was conducted using online survey data obtained from a nationally representative sample of 1,078 Australian food shoppers. Findings Six consumer clusters were identified, each distinct in their degree of willingness to consume LGM and in their food choice values. Three clusters (49% of consumers) indicated some willingness to consume LGM. One segment, Prospective LGM eaters (12%), appeared very willing to consume LGM. These consumers were more likely to be younger (<35 years); university-educated; have greater prior awareness of LGM; stronger beliefs regarding the potential self- and society-related benefits of growing demand for LGM; and higher trust in diverse information sources. Practical implications Insights on the characteristics of each cluster provide useful information for the industry on how to tailor product development and marketing strategies to address the needs of consumers with the greatest potential to consume LGM. Originality/value This is the first consumer research on the topic of LGM to explore market opportunities for LGM in Australia using a nationally representative consumer sample.

Automated summary

The study conducted latent class cluster analysis on a nationally representative sample of 1,078 Australian food shoppers to explore market potential for lab-grown meat (LGM) in Australia. Six consumer clusters were identified, with three showing willingness to consume LGM and one segment, Prospective LGM eaters (12%), being very willing to consume LGM. Insights from the characteristics of each cluster can help tailor product development and marketing strategies for consumers with the greatest potential to consume LGM.