Perceptions of Plant Based and Clean Meat 11/26/16 Who We Spoke To

This poll was conducted online among 884 members of the American public between 11/1 and 11/4. There is a 3.3% margin of error. The sample has been weighted to be representative of the population as a whole. Executive Summary – Plant Alternatives

1. “Plant Based” is the most 2. Health is the major driver for effective branding meat alternatives The words “vegan” or “soy” The most persuasive reason for significantly depresses demand. consumers to look for plant-based Consumers are more likely to buy a alternatives to meat, is concern about “Plant Based” labeled food. meat being bad for their health.

3. Women are more positive 4. Young see plant alternatives as about meat alternatives a chance to experiment with Women are more likely than men to different foods see meat as unhealthy, and more Different messages work for different excited about trying plant-based age groups. Plant alternatives can be alternatives. pitched as fun to young people, and a healthy alternative to older ones. Executive Summary – Clean Meat

1. One in three consumers 2. Major concern is that clean would eat clean meat meat is “unnatural” This is a new concept for most The largest impediment for consumers consumers, and with only a brief is that clean meat is “unnatural.” This description, 30% of consumers say is followed by the accompanying issue they would eat clean meat. of food safety.

3. Women are far more 4. Animal welfare and health are skeptical then men best messages Even though women are more Health continues to be a high positive about meat alternatives – performing message. Surprisingly, they are far more concerned about animal welfare cuts through more clean meat. They are worried clean than it does with plant based foods. meat is unhealthy and unnatural. “Plant based” is the most effective label for consumers

Labeling has significant impact on willingness to buy the same product. “Vegan” and “Soy” labels can only reach around 1 in 4 consumers. However, the more general label of “plant based” opens up the possibility of reaching a much wider range of consumers.

Willingness to Buy Product

69 71 61 51 Likely 40 34 Unlikely 25 22

Plant Based Vegetarian Soy Vegan

How likely would you be to to buy a product from a supermarket with the following label? Health is strongest reason for vegetarian alternatives

Almost one in three consumers know that too much meat is not healthy and this is a motivation for vegetarian alternatives. A significant minority of consumers also want to try different foods.

Reason for eating vegetarian alternatives

Too much meat is not healthy 32

No Reason 29

Fun to try different types of food 26

Meat production harms animals 13

Alternatives are cheaper 8

Meat is bad for the environment 7

Alternatives taste better 6

Don’t Know 21

Which of the following are the most convincing reasons for eating vegetarian alternatives to meat Women are far more positive on meat alternatives than men

Women are more likely to think that meat is unhealthy, want to branch out and try new foods, and are more concerned about animals. They are more natural targets for communications campaigns.

Reason for ea*ng vegetarian alterna*ves 36 Men 27 28 Women 23

16 11

Too much meat is not It is fun to try different Meat production harms healthy types of food animals

Which of the following are the most convincing reasons for eating vegetarian alternatives to meat Old people are strongly persuaded by the health argument

The strongest reason for young people to eat vegetarian foods is they enjoy trying different foods (although health is also important). Older people overwhelmingly care about their health.

Reason for eating vegetarian alternatives (by age)

40 38

32 Too much meat is not 32 30 27 healthy 28

21 26 19 Fun to try different 18 types of food 15 11 Meat production 8 harms animals 8

18-34 35-44 45-54 55-64 65+

Which of the following are the most convincing reasons for eating vegetarian alternatives to meat We tested initial consumer reactions to clean meat by providing a short explanation…

An alternative to traditional meat is being developed where cells are taken from animals who are not killed, and meat is then grown in a factory. The product is identical to meat grown in an animal. There is a significant minority who would eat clean meat

Clean meat is an unfamiliar concept for your average consumer, and there is an understandably skeptical reaction from many. However almost one in three consumers say they would eat meat grown in this way, after only reading the initial description.

Would you eat meat grown in this way

30% would eat clean meat

24 24 24 22

Definitlely Probably Probably Not Definitely Not Don't Know

Would you eat meat grown in this way? The biggest concern is that clean meat is unnatural

The overriding concern for consumers is that “it is unnatural to grow meat in a factory”. Clean meat messaging will need to overcome this concern about the process being unnatural. This is accompanied by worries over safety.

Concerns about clean meat

Unnatural 54

Food Safety 42

Concerns about Taste 34

Seems Unhealthy 32

No Need For It 28

More Expensive 28

No Concerns 9

Which of the following are your biggest concerns about meat grown in factory, rather than from a live animal Women are very skeptical when it comes to clean meat

Many women will buy “vegetarian” or “plant based” labeled products, but interest drops significantly when it comes to meat grown in a factory. Where as, male interest raises compared to “vegetarian” labeled food.

Would eat this type of food

43 37 37 37 31

22 Men Women

Vegetarian Plant Based "Clean Meat"

*Vegetarian/ Plant Based = How likely would you be to buy a product from a supermarket with this label *”Clean Meat” = Would you eat meat grown in this way? (Based on definition of Clean Meat) Women are worried about it being unnatural and unsafe

The gender gap can be explained by the higher concerns among women that clean meat is “unnatural” “unsafe” and “unhealthy”. Almost one in three men see “no reason to change” their meat source, where as more women understand the need but have concerns about this solution.

Biggest Concerns

Unnatural 49% Unnatural 59% Safety 37% Safety 47% Taste 35% Unhealthy 37% No Reason to Change 31% Taste 34%

Which of the following are your biggest concerns about meat grown in factory, rather than from a live animal Clean meat has a very strong appeal to young people

Clean meat has a strong claim to be the meat of the future with over 4 in 10 consumers between the ages of 18-34 saying they would eat it. This falls significantly among the middle aged and 65+ demographics.

Would eat clean meat (by gender and age)

35 31

19 19

18-34 35-44 45-54 55-64 65+

Would you eat meat grown in this way? High income families most interested in eating clean meat

People earning over 100k a year are most interested in clean meat. There is also relatively strong interest among those who are struggling (who are also less concerned that it is “unnatural”).

Would eat clean meat

32% 27% 29% 35%

Under 25k 25k-50k 50k-100k 100k-200k*

* 200K+ sample was too small to be statistically accurate Would you eat meat grown in this way? We tested a series of messages about clean meat

Same as Normal Meat Stop Animal Slaughter Factory grown meat has the exact Eating factory-grown meat will stop same taste and nutritional value as the slaughter and suffering of normal meat. It is impossible to animals. tell one from the other.

Climate Change Cleaner and Healthier Farm animal production is a top Meat from animals can be contributor to climate change and contaminated with harmful bacteria other environmental harms. Meat and antibiotic residues that are grown in factories requires fewer dangerous to humans. Factory resources and causes much less grown meat is cleaner and healthier. climate change. Animal slaughter and health are the leading messages

Over four in ten consumers are persuaded by the messages that clean meat can end animal slaughter, and also that it is not contaminated by bacteria and therefore “cleaner” and “healthier”

General Percentage that find statement convincing Population

Stop Animal Slaughter 45

Cleaner and Healthier 44

Same as Normal Meat 37

Climate Change 34 “Cleaner and Healthier” messaging works for young and old

Young people are very concerned about health and animal slaughter. Middle aged consumers are less persuadable. But messages become more forceful with consumers 55+. They are especially persuaded by the health message.

47 Stop Animal Slaughter 42 Cleaner and Healthier 37 Same as Normal Meat

32 Climate Change

22 18-34 35-44 45-54 55-64 65+ Next Steps

This study has raised topics that should be researched in greater detail:

1. Unnaturalness: Explore messages that can address the major concern that clean meat is not “natural”.

2. Health: Continue refining messaging that can build on the key “health” promise of clean meat.

3. Gender divide: Women want to eat less animal meat, but are more skeptical about clean meat. We need to find communications that can close this gap.

4. Animal Welfare: It is striking that a promise to “stop the slaughter of animals” performs better than animal welfare messages elsewhere. Further study should explore why.