Veterinary session

Sustainability and alternative protein sources play a significant role in the food industry discourse of the 21st century. Consumer behavior and decisions have a considerable impact on the operation of the food chain, especially with the emergence of new technologies such as lab-grown meat. The tensions between societal expectations and traditional dietary habits continuously shape market dynamics. Alternative protein sources, including lab-grown meat, are receiving increasing attention, as the search for sustainable solutions has become more urgent alongside the rising consumption of traditional meat. However, the acceptance of lab-grown meat often depends on political and social factors, making it essential to prioritize the assessment of consumer attitudes and concerns during the introduction of technological innovations.

In the study, we analyzed the responses of 1,003 adult consumers, a sample considered representative according to the demographic data from the 2022 census by the Central Statistical Office (KSH) in terms of gender, age groups, and geographic distribution of respondents. This allowed us to identify consumer groups within Hungarian society and gain a detailed understanding of various attitudes toward lab-grown meat, utilizing hierarchical, agglomerative Ward clustering methods.

The results highlighted that just over two-thirds of Hungarian society has heard of lab-grown meat, with most acquiring information from online sources. While some consumers acknowledge its potential benefits, a significant level of risk perception is observed among the population, and the majority reacted negatively to this protein alternative. During the analysis, we identified three distinct groups, each representing different attitudes toward the market introduction of lab-grown meat. This research provides a comprehensive overview of the Hungarian population's attitudes toward lab-grown meat, thus assisting policymakers and businesses in making strategic decisions.

The findings of the study are valuable for quantifying consumer knowledge and opinions regarding the market introduction of lab-grown meat, enabling informed policymaking that considers risks, potential benefits, and societal attitudes. Targeted communication, enhancing consumer knowledge, and involving relevant industry stakeholders support sustainable food consumption while maintaining food chain safety.