This paper used a survey to explore consumer views of burgers made from beef, plant-based or cultured meat. The survey participants were asked to choose, hypothetically, between the varieties of burger and were told that all burgers tasted the same (the participants did not actually get to try any burgers during the experiment). The results predict that, if prices were equal, 65% of consumers would buy the beef burger, 21% the plant-based burger, 11% the cultured meat burger and 4% would not buy any.
The paper also examines the relationship between burger preference, demographics and personal views. For example, women were more likely than men to want to buy the plant-based burger, but not the cultured burger, while younger and more educated participants were more likely to want to buy the plant-based or cultured burger than older and less educated participants.
In a hypothetical choice experiment consumers were given the option of purchasing burgers that were made from beef, plant-based protein, or cultured meat. Willingness to purchase plant-based and cultured meat burgers is linked to age, sex, views of other food technologies, and attitudes towards the environment and agriculture. Although consumers were told that all burgers tasted the same, there was a marked preference for beef burgers. A mixed-logit model predicts that, if prices were equal, 65% of consumers would purchase the beef burger, 21% would purchase the plant-based burger, 11% would purchase the cultured meat burger, and 4% would make no purchase. Preferences for plant-based and cultured meat burgers are found to be highly, but not perfectly, correlated.
Slade, P., (2018). If you build it, will they eat it? Consumer preferences for plant-based and cultured meat burgers. Appetite, 125, pp.428-437.