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Email Content: Poultry Industry News, Comments and more by Simon M. Shane

Consumer Preference for “Real” Beef over Alternatives


Purdue University College of Agriculture recently conducted surveys to determine consumer preferences for real beef compared to plant-based and cell-cultured alternatives. Considering  organoleptic attributes, including appearance, freshness, naturalness, price and farmer well-being, consumers rated natural beef as superior to alternatives.  Of those surveyed, 71 percent rated beef as ‘much better’ or ‘somewhat better’ compared to plant-based alternatives. Similarly 73 percent considered beef from cattle as more preferable to cell-cultured product.


Simple surveys frequently provide unreliable results.  To gauge consumer sentiment, it is necessary to conduct a conjoint analysis, allowing responders to select from among alternatives with tangible attributes including price, quality and non-quantifiable aspects including welfare.  Tradeoffs motivating purchase would provide a more realistic measure of acceptability among alternatives to traditionally grown and processed meat.

Copyright © 2023 Simon M. Shane