According to a new study from Kadence International, clean meat* manufacturers could face an uphill battle getting their products from shelves to cart. As it turns out, most Americans have little inclination to add clean, or lab-grown, meat into their diets.

The study found that only 36% of consumers find clean meat appealing, and less than 1 in 4 believe clean meat will help the environment. And while just over a quarter would likely purchase clean meat, 66% are at least willing to try it.

These stats suggest that not only are Americans wary of trying something new, but have serious doubts about eco- and animal-friendly claims. Miriam Konz, managing director at Kadence International, says, “Many consumers question the taste/texture and are uncertain about the positive effects on the environment and claims that clean meat is more humane for animals.”

This report was released in the shadow of an official statement that the USDA and FDA will jointly regulate lab-grown meat derived from livestock and poultry. To ensure years of fervent research and development isn’t in vain, clean meat manufacturers, investors, and supporters need to prioritize educating the public on how clean meat is made and the subsequent environmental impact.

* For the purposes of this report, clean meat is defined as “lab-grown meat made miniscule muscle fibers and is designed to reduce the impact of meat production on animals and the environment.”

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