How do you want your steak? Attitudes of European consumers towards 3D printed meat

Recent advances in 3D printing technology have provided a new opportunity for meat product manufacturing, promising customizable, healthy, and environmentally friendly products. However, the successful launch of 3D printed meat should be accompanied by a detailed assessment of consumers' perception and acceptance of the products. The current study examined European consumer attitudes towards the consumption of 3D printed meat, particularly steak-like tissue derived from cultivated meat cells. The research involved 571 consumers across France, the Czech Republic, and Ireland. The questionnaire was divided into four categories: conventional meat consumption habits, factors affecting meat consumption, knowledge about 3D printed products, and willingness to try 3D printed food and meat. Path analysis was used to explore the effects of various factors on meat consumption habits and interest in 3D printed meat. The findings indicated that willingness to try 3D printed meat (steak) was significantly lower than for other 3D printed foods such as confectionery or pasta. Interest in 3D printed meat was primarily influenced by taste, economic value, environmental impact, religious reasons, and conventional meat consumption habits. The successful uptake of 3D printed meat would thus likely rely on it meeting its promise to have lower environmental impact, accompanied by a well-designed communication strategy that highlights this. From the perspective of producers, it will be crucial to focus on the final taste of the 3D printed steak, with the ultimate price of the meat also being a significant consideration.