Are Consumers Ready for Lab-Grown Chicken?

From chicken wings to chicken parmesan, poultry has long been a staple of the American diet. Steven Johnson Grocerant Guru®, at Tacoma, WA based Foodservice Solutions®, thinks as we look to the future, a new variety of chicken is making its way onto our plates: lab-grown chicken. With the FDA's approval of Upside Foods in November 2022 and Good Meat following suit in 2023, the question now arises—are consumers ready to embrace lab-grown chicken?

Six Reasons Consumers Will Support Lab-Grown Chicken:

1.       Sustainability: Lab-grown chicken promises to reduce the environmental impact of traditional poultry farming. With concerns about climate change and deforestation, many consumers may opt for lab-grown options as a more sustainable choice.

2.       Animal Welfare: For consumers concerned about animal welfare, lab-grown chicken provides a guilt-free alternative. Since it’s made without raising and slaughtering animals, it aligns with the values of those advocating for cruelty-free food.

3.       Health and Safety: Lab-grown chicken is produced in a controlled environment, reducing the risk of contamination from pathogens like Salmonella. Consumers may feel safer knowing their chicken is created in a sterile lab setting.

4.       Consistency and Quality: Lab-grown chicken offers consistent quality, free from the variability of farm-raised poultry. The precision of lab production ensures each piece is uniform, which can appeal to consumers who value consistency in taste and texture.

5.       Innovation Appeal: There’s a segment of consumers drawn to innovation and technology. Lab-grown chicken represents the cutting edge of food science, and for tech-savvy individuals, it’s a trend they’ll want to be part of.

6.       Regulatory Approval: The FDA’s approval of lab-grown chicken lends credibility to the product. With trusted authorities backing the safety and quality of lab-grown poultry, consumers may feel more confident in trying it.

Six Reasons Consumers Will Not Support Lab-Grown Chicken:

1.       Natural vs. Artificial: Despite its benefits, many consumers are wary of food that doesn’t come from traditional sources. The idea of chicken grown in a lab may seem unnatural, leading to resistance from those who prioritize farm-to-table dining.

2.       Taste and Texture Concerns: While lab-grown chicken aims to replicate the taste and texture of traditional poultry, there may still be skepticism. Some consumers might believe that no matter how close it gets, it can’t match the real thing.

3.       Cost: As with any new technology, lab-grown chicken is currently more expensive to produce than traditional poultry. Consumers who prioritize cost over sustainability might shy away from it until prices drop.

4.       Cultural and Ethical Reservations: Food is deeply tied to culture and tradition. For many, the idea of lab-grown meat challenges their cultural norms and ethical beliefs, creating a barrier to acceptance.

5.       Lack of Familiarity: Despite growing awareness, lab-grown chicken is still unfamiliar to the majority of consumers. People tend to stick with what they know, and lab-grown options may struggle to gain traction without widespread education and marketing.

6.       Labeling and Transparency: There are questions about how lab-grown chicken will be labeled. If consumers aren’t clearly informed whether their chicken is lab-grown or traditionally sourced, it could lead to mistrust and rejection of the product.

Think About This

Lab-grown chicken represents a bold step forward in the food industry, blending sustainability, technology, and ethics. However, consumer acceptance will hinge on addressing both the opportunities and concerns surrounding this new product. The journey from the lab to the dinner plate will require transparency, education, and a willingness to meet consumers where they are—both in terms of values and price points. The future of lab-grown chicken is filled with potential, but the path to widespread adoption remains uncertain.

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