Most consumers in urban India are willing to buy cultivated meat, viewing it as a healthy protein source – but affordability and trust are critical for widespread adoption.
In one of the world’s largest meat-eating countries – by sheer numbers, at least – cultivated meat is being viewed with delight, surprise, curiosity, and a wow factor.
A new survey by the Good Food Institute (GFI) India suggests that 94% of people in India’s metropolises are willing to try and purchase cultivated meat, with no fundamental resistance to the concept.
The research involved eight focus group discussions between people aged 18-44 in New Delhi, Mumbai, Bangalore and Hyderabad, and a quantitative online survey of 414 respondents.
The majority of Indians (91%) say they find cultivated meat appealing, and 52% rate the concept as “excellent”. Over nine in 10 also believe in the technology’s authenticity and find the concept unique.
These attitudes are driven by consumers’ focus on health, protein and affordability, just as local startups lay the groundwork for commercialisation through public tastings and events amid their wait for regulatory approval.
“As India’s meat consumption continues to grow, innovative food technologies like cultivated meat can sustainably and reliably satisfy demand without asking consumers to give up the foods they enjoy,” said Sneha Singh, managing director of GFI India. “It is encouraging to see Indian consumers feel similarly and are approaching the category with curiosity and openness.”
Meat-eaters and the food-curious most positive about cultivated meat
Indians love their meat – 62% view it as a good protein source, 59% believe it’s good for them, and 52% enjoy its rich flavour. In fact, 45% of them say they eat animal protein regularly. Still, many concerns persist.
They’re most apprehensive about the freshness and quality, as highlighted by 46% of respondents. Along similar lines, 39% worry about diseases, contamination and food safety risks, while a third are apprehensive about antibiotic use and hygiene. Plus, two in five Indians believe eating too much meat isn’t good in the long term.
Alternative proteins, like plant-based or cultivated meat, can provide an off-ramp, and it bodes well for this sector that these consumers are incredibly curious about new foods. More than seven in 10 (72%) proactively try new products as soon as they’re on the market.
Half of the respondents are familiar with cultivated meat, with awareness higher among frequent meat-eaters, those curious about new food, and younger cohorts. Companies in this sector would be best placed to engage with consumers digitally, as most consumers hear about this technology through social media (62%) and online articles (46%).
When it comes to appeal, those who tend to like trying new foods rate the concept more favourably (58%) than those who don’t (36%). Frequent meat consumers also exhibit a much more positive outlook towards cultivated meat (67%) than people who eat meat occasionally (38%).
Speaking of which, cultivated meat outperforms its conventional counterpart on many fronts in the minds of urban Indians. Around three-quarters of them believe the former is better for animals and the planet, 69% think it’s safer to eat, 63% find it healthier, and 61% view it as more nutritious.
The one area where cultivated meat can improve even further, in their opinion, is protein content and naturalness, which only 47% of respondents say it outdoes animal protein on.
Meanwhile, chicken stands out as the dominant first choice for trial, with nearly all Indians surveyed willing to eat cultivated chicken (94%). This is followed by mutton (78%) and fish (61%), while beef (29%) and pork (21%) are less popular.
Health, prices and trust will make or break India’s cultivated meat market
In terms of purchase intent, 52% of Indians are interested in consuming both conventional and cultivated meat. This reinforces the idea that the latter is seen as a complementary category (either consumed in equal amounts, occasionally, or added to diets without cutting back on meat), according to GFI India.
The survey uncovered some unique insights into India’s cultivated meat market. There’s a clear preference to buy these proteins online, which are associated with expectations of better hygiene and quality, detailed sourcing and convenience. These consumers also overwhelmingly prefer to buy these products raw and cook them at home, driven by the need to personally evaluate the product through touch and smell.
This is not in step with the modus operandi of cultivated meat startups. The few that have secured approval in international markets have chosen the foodservice route, as the risk of chefs preparing a bad meal is less than cooking something at home for the first time. Those that have sold in retail have opted for in-store sales, or limited-edition direct-to-consumer drops.
Over 51% of respondents view cultivated meat as a good source of protein, while 46% perceive it to be healthier than regular meat, making health and nutrition the biggest triggers for trial. Affordability and accessibility (both 44%) are also major drivers.
High costs loom large on the cultivated meat industry’s ambitions, and Indians reluctantly indicate a willingness to pay a modest premium of around 15-20% on these proteins, justifying this based on benefits like better hygiene, no antibiotic use, and similar nutritional value.
Still, affordability remains the main barrier for cultivated meat in this country, cited by 35% of consumers. Another 27% are concerned that it won’t be easily accessible, and 24% expressed worries about the ingredients in these products. Questions also exist about artificial processing (20%), safety of consumption (18%), and clarity on the production process (14%).
It’s why GFI India believes trust is the most critical enabler of these proteins. Approval from the Food Safety Standards Authority of India (14%) and third-party safety certification (11%) are the strongest proof points, while transparency via clear information on production processes, easy access to reliable information (each 11%), and on-pack labelling (10%) is important as well.
“There is a gap between consumers’ limited familiarity with cultivated meat and how positively they respond once they understand it,” said Rajyalakshmi G, market and consumer insights advisor at GFI India, and co-author of the research.
“Their responses rarely question the need or relevance of the concept but tend to revolve more on whether the end product can deliver the taste, nutrition, safety, and value they expect from meat, reflecting a promising foundation for consumer acceptance once cultivated meat enters the Indian market.”
