Appealing or disgusting? How the visual appearance of cultured meat shapes consumer preference

In recent years, the development of cultured meat has accelerated as a promising solution for sustainable food systems. However, consumer acceptance of cultured meat remains low. Advancements in technologies such as 3D bioprinting have enabled intricate visual designs of cultured meat that were not possible with traditional meat and may potentially enhance its appeal. In this study, we aimed to investigate how the visual design of cultured meat affects consumer preferences. Across three studies, we examined the impact of visually designed (vs. non-patterned) cultured meat on consumer evaluations, including intentions to eat and perceptions of visual appeal. Results consistently showed that cultured meat featuring patterned designs was less preferred than non-patterned alternatives. The consumer reluctance was explained in part by perceptions of disgust and artificiality. Furthermore, non-patterned cultured meat with redder and more saturated colouring received more favourable ratings across all measures than both fewer red variants and those with patterned designs. These findings suggest that while redder and more saturated colours can enhance the visual appeal of cultured meat, patterned designs may amplify negative biases. This highlights the complex relationship between visual appearance and consumer acceptance. Therefore, understanding these dynamics is critical for producers aiming to improve the market viability of cultured meat products. • Consumer preferences for cultured meat were influenced by its visual design. • Patterned cultured meat was consistently rated lower than plain alternatives. • Disgust and artificiality perceptions partly explained aversion to patterned designs. • Redder, more saturated colours enhanced visual appeal and consumer evaluations. • Visual appearance plays a critical role in the acceptance of cultured meat products.