Cultivated meat in India: Consumer awareness, perceptions, drivers, and barriers
This study explores how prospective early adopters across four Indian metros respond to cultivated meat—including their awareness, perceptions, trial intent, price expectations, and the factors likely to shape future uptake.
Overview
As cultivated meat emerges as a novel food technology globally, understanding consumer readiness is imperative to informing product development, industry strategy, and regulatory decision-making.
This study explores perceptions of cultivated meat among younger, educated Indian non-vegetarian consumers from four metro cities—a segment identified as being among the category’s most likely early adopters. It explores their existing awareness, responses after the concept is explained, interest in trying cultivated meat, and the practical and trust-related considerations that could influence adoption.
Scope of the study:
The research comprised eight qualitative mini-group discussions with 32 participants and an online survey of 414 respondents. Participants were 18-44-year-old non-vegetarian graduates and postgraduates from households earning at least INR 1.5 lakh per month across Delhi, Mumbai, Bengaluru, and Hyderabad. The findings reflect the perceptions of this prospective early-adopter segment and are not nationally representative.
