Willingness to purchase, try, and consume cell-cultured meat and insect alternatives in the context of different diets: a German case study

Purpose This paper examines the acceptance of cultured meat compared to insect-based products among young adults in Germany, taking into account differences between various diets (omnivorous, flexitarian, vegetarian, and vegan). Design/methodology/approach Based on an online survey, factors such as awareness, willingness to try and purchase, perceived naturalness, and safety aspects were assessed. Findings The results show that both product types have a comparable level of acceptance, with flexitarian individuals displaying the highest and vegetarian or vegan individuals the lowest openness. Price acceptance is largely tied to cost advantages over conventional products. Sustainability and ethical considerations have a supportive effect on willingness to try and consume. Practical implications This paper derives implications for target group-specific market introduction potentials. Originality This case study evaluates consumer acceptance patterns across different dietary groups among young adults in Germany, providing novel insights into the barriers and drivers for market acceptance of cell-cultured meat and insect-based products.