New research conducted by Ipsos in the UK has revealed that 47% of Gen Z Brits (defined as those aged 16-29) would consume cultivated meat products. This figure is significantly higher than for other generations — just 21% of Baby Boomers, 22% of Gen X, and 38% of Millennials said they would be willing to eat cultivated meat.
However, the survey also indicated a widespread lack of awareness on the subject — 58% of respondents said they knew nothing about cultivated meat, with 33% having never heard of it. This could indicate opportunities to shape perceptions of cultivated products.
When asked about the potential positives of cultivated meat, 33% mentioned that animals would not need to be slaughtered. 21% said there would be environmental benefits, while 20% noted the reduced risk of disease transmissions from animals to humans.
But many respondents also saw possible downsides — 48% thought the long-term impacts of consuming cultivated meat were unclear, while 42% described it as an unnatural food source. Additionally, 25% said cultivated products were currently too expensive to produce.

“Genuine potential growth market”
Gen Z consumers consistently show high levels of awareness of ethical issues; a study published by Faunalytics and Good Growth Co earlier this year found that most Gen Z respondents in the United States, Indonesia, Thailand, and China do not think enough is being done to protect animals and the environment.
Research published in 2023 found that Gen Z was the main driver of the US vegan market, and other research indicates that 14% of US Gen Z consumers do not eat 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.”