GFI Europe: ‘meaty’ names key to cultivated meat labeling, say consumers

New research led by GFI Europe and conducted by strategic insight agency Opinium has found that using familiar, ‘meaty’ names on cultivated meat products plays a crucial role in helping consumers understand what they are buying – and eating. The findings, based on surveys across five European countries, underline the need for flexible labeling practices that prioritize consumer safety and clarity.

The study, carried out in late 2024, explored how terms and descriptors commonly used in cultivated meat labeling influence consumer perceptions and comprehension. More than 10,000 people in the UK, France, Germany, Spain, and Switzerland participated in the research, which tested four different terms – 'cultivated', 'cell-cultivated', 'cultured', and 'artificial' – as well as three descriptors including 'made without farming animals' and 'made from synthetic protein'.

One of the key findings was that consumers were more likely to confuse cultivated meat with plant-based products than with conventional meat. While 80% of respondents correctly distinguished cultivated meat from conventional meat based on a front-of-pack label, only 67% could do the same when comparing it to plant-based alternatives.

This confusion could have serious implications, particularly for consumers with allergies. “If consumers with allergies to seafood are unable to differentiate cultivated salmon products from plant-based salmon products, they may be at risk of consuming products to which they are allergic,” the report notes. To reduce this risk, GFI Europe argues that cultivated meat products must be allowed to use clear, species-specific terms such as 'beef' or 'fish' to support recognition and safety.

The study also tested terms perceived as more technical or unfamiliar, such as 'artificial' and 'made from synthetic protein'. These performed poorly on all fronts. Just 32% of respondents who saw the term 'artificial' were able to correctly understand allergen risks, compared to 55% and 58% for 'cultivated' and 'cultured', respectively. Participants also described these negative terms as 'too technical', 'misleading', and 'unappetizing'.

The results bolster earlier findings from GFI Europe’s 2021 and 2024 consumer studies, which showed a growing willingness among Europeans to try and buy cultivated meat – provided they feel informed and confident about what it is.

While the research pointed to strong support for terms like 'cultivated' and 'cell-cultivated' across the five markets, there were variations in preferences from country to country. Because of this, GFI Europe recommends avoiding a one-size-fits-all regulatory approach. Instead, they suggest allowing a range of labeling options, tailored to local consumer understanding.

This recommendation aligns with Singapore’s regulatory model for cultivated meat, where producers must use clear and non-misleading labels but are not restricted to a single mandated term. GFI Europe believes that similar flexibility in Europe would help manufacturers better communicate with consumers while supporting food safety.

The report also calls on industry stakeholders to play a more active role in fostering public understanding. While cultivated meat is still new to most consumers, consistent use of preferred terms and descriptors could help demystify the category. The Asia-Pacific region, GFI notes, has already taken steps in this direction through industry alignment on terminology.

“This is just the beginning,” the organization said, noting that the findings should be a springboard for deeper conversations between regulators, companies, and researchers. “We encourage industry and regulatory agencies in Europe and overseas to proactively engage on these topics, sharing resources, insights and perspectives to strengthen consumer understanding of what cultivated meat products are and how they are made.”

By prioritizing clarity, flexibility, and consumer safety in labeling, GFI Europe hopes the cultivated meat sector can move closer to realizing its potential as a climate-conscious, secure protein solution for Europe and beyond.