Regional differences in cultivated meat acceptance explored in Brazilian study

A recent study published in PLOS ONE by Gabriel Mendes and colleagues, titled How much do opinions regarding cultivated meat vary within the same country? The cases of São Paulo and Salvador, Brazil, has investigated how attitudes toward cultivated meat differ between two major Brazilian cities. The research, published on 19 February 2025, highlights significant variations in consumer acceptance and familiarity based on demographic factors, shedding light on regional perspectives that may influence the future of cultivated meat in Brazil.

The study employed an online survey comprising 17 multiple-choice and open-ended questions, gathering responses from 809 participants—419 from São Paulo and 390 from Salvador. The analysis utilized binary logistic regression, ordinal regression models, and the Collective Subject Discourse methodology to evaluate how factors such as education, income, and access to information impact perceptions of cultivated meat.

Findings revealed that São Paulo residents were generally more familiar with cultivated meat, with 44.6% of respondents having heard of it, compared to 31.5% in Salvador. This discrepancy points to differences in access to educational resources and information between the two cities. Furthermore, the intention to consume cultivated meat was significantly higher among São Paulo respondents, where 40.6% expressed willingness to try it. In contrast, only 24.4% of participants in Salvador indicated a similar openness.

The study also found that socioeconomic factors played a crucial role in shaping opinions. Higher education and income levels correlated with increased familiarity and acceptance of cultivated meat, suggesting that awareness and educational outreach could be essential for promoting such alternatives in diverse regions. Respondents with university degrees were more likely to recognize and consider cultivated meat as part of their diet, indicating that knowledge about the product’s benefits and production methods might influence consumer choices.

Additionally, perceptions of meat consumption were linked to cultural and regional nuances. In São Paulo, participants demonstrated greater interest in alternative proteins, aligning with broader urban trends favoring sustainable food options. Meanwhile, in Salvador, traditional dietary preferences and limited exposure to information about cultivated meat contributed to lower acceptance levels. The research emphasizes that addressing these disparities through tailored educational campaigns and transparent communication could enhance public understanding and support for cultivated meat in Brazil.

Gabriel Mendes and his co-authors conclude that while cultivated meat holds potential as a sustainable food source, its acceptance is not uniform even within the same country. The findings underscore the need for region-specific strategies when introducing new food technologies, taking into account local cultural dynamics and informational access. By recognizing and addressing these factors, stakeholders in the cultivated meat industry can better navigate the diverse consumer landscape in Brazil.