Lab-grown meat and fish, also known as cultured meat, are grown in a cell culture rather than an animal being killed.
The survey of 2,000 adults revealed that shortages of meat and fish were the top reason why people said they would eat lab-grown meat or fish, followed by environmental and sustainability concerns.
Pescatarians and vegetarians were the most confident with the speed of adoption, with 59% and 51% respectively believing it would be on plates within ten years.
Nine out of ten (90%) of Brits who do a weekly shop said they would start cutting back on spending if prices were to rise again. They said that fresh meat and fish would be culled from the basket before fresh fruit and veg.
The report which is part of its ongoing ‘Future of…’ thought-leadership series, also said there was still some education needed for the majority of Brits to get used to the new food type. Currently, 42% of people said they would eat lab-grown meat or fish in a restaurant, which dropped slightly when it came to fast food restaurants (37%).
Help the planet
“It appears that this willingness to try something very new, and out of the norm, comes from a desire to help the planet and reduce the strains of meat production,” said Jodie Stranger, Starcom UK Group chief executive and president of global network clients, EMEA.
“Although greater education about the benefits of lab-grown produce is necessary, Brits are responsive. Nothing can undermine the need for a great-tasting and good-quality meal.
“However, with pressures on the industry to source the sheer quantity needed to feed our appetites and for consumers to pay for it, we’re going to see a lot more on interest in this area. Brands that create a great product and manage to effectively educate the market will reap the rewards.”