Attitudes toward artificial meat in Arab countries

Abstract: In development for almost 20 years, artificial meat (also known as “cell-based meat,” “cell-cultured meat,” “cultured meat,” “cultivated meat,” “in vitro meat” and “lab-grown meat”) is the most striking example of cellular agriculture. This research aims to study Arab consumers' attitudes toward artificial meat, which is a topic of great interest to scientists and the media. An online survey was conducted with 1025 participants revealed that 17% consider artificial meat to be promising and acceptable. Over 40% would be willing to try this novel product, whereas 36% expressed reluctance and 22.7% were unsure. Among non-hesitant respondents, about 60% of all participants would be willing to eat artificial meat on a regular basis, particularly in restaurants (16.2%), at home (27.6%), and/or in ready-made meals (33.9%). Nevertheless, the majority of participants (55%) indicated a willingness to pay (WTP) less or much less (or even nothing at all) for artificial meat in comparison to conventional meat. A notable 27% of participants expressed a WTP the same price for artificial meat as for conventional meat. Conversely, only 14% of them indicated a WTP more for artificial meat. Income, gender, and age were the most important predictors of consumer acceptance. Young and middle-aged men and those with the highest monthly income are most likely to accept artificial meat. These are the consumers most likely to be targeted by those marketing artificial meat in Arabic-speaking countries. Practical Application: The demographic groups most likely to accept artificial or cell-based meat in Arab countries are young and middle-aged men and those with the highest monthly incomes. These are the consumers most likely to be targeted by those attempting to market artificial meat in Arabic-speaking countries. Consequently, the results of our study are directly relevant to understanding the potential approaches (and challenges) to selling artificial meat in this context.