Public perceptions of lab-grown muscle cells as food in Italy, Germany, Serbia, and Hungary

Abstract This study investigated consumer perspectives on lab-grown muscle cells in Italy, Germany, Serbia and Hungary. A quantitative consumer study was conducted, yielding a total of 1615 responses. Results show notable differences in awareness and acceptance between Western (Italy, Germany) and Eastern European (Serbia, Hungary) respondents. Italian and German consumers demonstrated higher familiarity and more favourable attitudes, whereas Serbian and, especially, Hungarian respondents expressed greater scepticism and reluctance. Willingness to try lab-grown muscle cells was highest among German respondents and lowest among Hungarians. Higher income was linked to lower willingness to consume, while younger consumers were more willing to pay a premium price for lab-grown muscle cells. Support for marketing lab-grown muscle cells was low; only 39%, 31%, and less than 20% of Italians, Germans, and Eastern Europeans supported. Almost 50% of Germans and 40% of Italians supported labelling them as “meat”, compared to 75–80% opposition in Serbia and Hungary. Half of German, one-third of Hungarian and Serbian, and one-fifth of Italian respondents believed lab-grown muscle cells have lower carbon footprint than meat. Taste and nutritional value were top priorities, while appearance resembling meat mattered least. Only 4–9% believed lab-grown muscle cells were more nutrient-dense than meat. These findings show that cultural and historical context significantly influences perceptions, even when identical information is provided. This highlights the need for further research into how social, cultural, and economic environments influence consumer opinions on novel food products. Insights could be valuable for policymakers, industry stakeholders, and researchers in navigating the challenges of consumer acceptance.