Following Their Gut Instincts: Consumers Wouldn’t Trust Fast Food Chains to Provide Clean Meat. | Kadence

The fast food industry, an integral part of American culture, has long been synonymous with convenience, affordability, and global influence. Known as the birthplace of iconic staples like the hamburger, cheeseburger, and southern fried chicken, the United States has exported its fast food brands worldwide. 

From McDonald’s and Burger King to KFC and Five Guys, these chains have become ubiquitous in cities across the globe, generating billions of dollars annually. However, as dietary preferences shift towards veganism and vegetarianism and concerns about environmental impact grow, the question arises: are American consumers ready to embrace ‘clean meat’—lab-grown meat designed to mitigate the negative effects of traditional meat production—at their favourite fast food joints?

Clean Meat, Lab-Grown Meat, and Plant-Based Meat

• Clean Meat:
  • Definition: Also known as cultured or cell-based meat, clean meat is produced by culturing animal cells in a lab environment. It aims to replicate the taste and texture of conventional meat while significantly reducing environmental impact.
  • Production Process: The process involves taking a small sample of animal cells, usually muscle cells, and placing them in a nutrient-rich culture medium. These cells are then allowed to grow and multiply in bioreactors until they form muscle tissue that can be harvested and processed into meat products.
  • Environmental Impact: Clean meat has the potential to drastically reduce the environmental footprint associated with traditional meat production. It requires fewer resources such as water and land and generates significantly lower greenhouse gas emissions.
• Lab-Grown Meat:
  • Definition: Another term for clean meat, lab-grown meat emphasises the production process in a laboratory setting. It is essentially the same product as clean meat but highlights the technological and scientific aspects of its creation.
  • Consumer Perception: Lab-grown meat is often viewed with a mix of curiosity and scepticism due to its innovative production method. However, as more information becomes available about its benefits and safety, acceptance is expected to grow.
• Plant-Based Meat:
  • Definition: Made entirely from plant ingredients, plant-based meat is designed to mimic the taste, texture, and nutritional profile of meat. Examples include products from Impossible Foods and Beyond Meat.
  • Ingredients: Common ingredients used in plant-based meats include soy protein, pea protein, coconut oil, and heme (a molecule derived from plants that gives the meat its meaty flavor).
  • Market Presence: Plant-based meats have been on the market for several years and have seen significant growth in popularity due to their appeal to both vegetarians and meat-eaters looking for sustainable alternatives.
  • Environmental Impact: Plant-based meats also offer environmental benefits over conventional meat, including lower greenhouse gas emissions, reduced water usage, and less deforestation.
• Other Terms for Meat Alternatives:
  • Mycoprotein: Derived from fungi, mycoprotein is used in products like Quorn. It is high in protein and fibre and has a meat-like texture.
  • Textured Vegetable Protein (TVP): Made from soy flour, TVP is often used as a meat substitute in various dishes due to its chewy texture.
  • Seitan: Also known as wheat gluten, seitan is a protein-rich meat alternative made from wheat. It has a dense, chewy texture and is often used in Asian cuisine.

Influence on Acceptability:

Consumer perceptions differ significantly for these products:

Plant-Based Meats:

• Higher Acceptance: Plant-based meats generally enjoy higher acceptance among consumers. This is largely due to their longer presence in the market and better consumer understanding. Brands like Impossible Foods and Beyond Meat have successfully marketed their products as not only meat alternatives but also as part of a sustainable and healthy lifestyle.
• Market Growth: The market for plant-based meats has seen rapid growth, with products now available in major fast-food chains and grocery stores worldwide. This increased visibility and availability have helped normalise their consumption.

Clean Meat and Lab-Grown Meat:

• Scepticism and Curiosity: Clean meat, being newer to the market, faces more scepticism. Consumers often have concerns about the safety, taste, and ethical implications of lab-grown meat. However, there is also significant curiosity and interest in its potential benefits.
• Potential for Growth: As awareness of clean meat increases and as more products reach the market, it is expected that consumer acceptance will grow. Education about the environmental and ethical benefits, as well as transparent communication from companies producing clean meat, will be crucial in driving this acceptance.

Changing Eating Habits and Environmental Concerns

In recent years, there has been a noticeable shift in eating habits in the United States, with an increasing number of consumers gravitating towards veganism and vegetarianism. 

According to a report by the Plant-Based Foods Association, the number of Americans identifying as vegans have surged by 300% over the past 15 years. This trend is driven by a combination of health concerns, ethical considerations, and environmental awareness.

Consumers are increasingly demanding transparency in food production. Companies that provide clear information about the origins and production methods of their lab-grown meat are more likely to gain consumer trust.”– Harvard Business Review

The environmental impact of traditional meat production is a significant factor influencing this dietary shift. The United Nations Food and Agriculture Organisation (FAO) reports that livestock farming is responsible for approximately 14.5% of global greenhouse gas emissions​. Additionally, meat production is a major contributor to deforestation, water consumption, and habitat destruction. For instance, producing a single pound of beef requires about 1,800 gallons of water​, underscoring the resource-intensive nature of conventional meat production.

As consumers become more aware of these environmental costs, many are seeking sustainable alternatives. Plant-based diets, which have a substantially lower environmental footprint, are increasingly viewed as a viable solution. A study published in the journal Science found that adopting a plant-based diet could reduce an individual’s carbon footprint from food by up to 73%​​. This growing awareness and the tangible benefits of plant-based diets are reshaping consumer preferences and driving demand for more sustainable food options in the fast food industry.

Trust in Clean Meat: 2018 Study Recap

In 2018, a study by Kadence International aimed at understanding consumer trust in fast food chains to provide clean meat revealed a general scepticism among U.S. adults​. Clean meat, also known as lab-grown meat, is touted for its potential to reduce environmental impact and improve animal welfare. However, the study’s findings indicated that most consumers were hesitant to trust fast food brands with this new food technology.

Chick-fil-A emerged as the most trusted fast food chain for clean meat, but only 43% of respondents expressed confidence in the brand’s ability to deliver this product​​. This relatively low trust rating highlights a significant trust gap that even the highest-ranked chain faces.

Panera Bread followed Chick-fil-A with a trust rating of 30%, indicating that just 3 out of 10 Americans would trust it to serve clean meat. Chipotle, despite its history of food safety issues, was trusted by 23% of respondents, placing it fourth overall. Subway ranked slightly higher with a 29% trust rating.

Only 16% of respondents trusted McDonald’s, the world’s most recognised fast food chain with over 36,000 locations globally. Burger King fared slightly worse, at 14%, while Starbucks, known more for coffee than food, garnered an 18% trust rating.

At the bottom of the trust scale, Au Bon Pain and Little Caesars were trusted by just 4% of respondents each, indicating a significant lack of consumer confidence. These figures underscore the challenges fast food chains face in gaining consumer trust for new and innovative food products like clean meat.

Current Trends and New Data (2024 Update)

Recent studies conducted in 2023 and 2024 indicate a shift in consumer attitudes toward clean meat and the trustworthiness of fast food chains to provide it. According to a 2024 survey by the Good Food Institute, 60% of U.S. consumers are now aware of clean meat, a significant increase from the 17% awareness reported in 2018​​. This heightened awareness has influenced trust levels, though not uniformly across all fast food brands.

The introduction of lab-grown meat products in high-end restaurants and speciality stores has been met with curiosity and positive reviews, indicating a readiness among certain consumer segments to embrace this new food technology.” The Guardian

Comparing our 2018 study to recent data reveals some notable trends. Trust in fast food chains to provide clean meat has generally increased, reflecting greater consumer familiarity with and acceptance of lab-grown meat. For instance, Chick-fil-A’s trust rating has risen from 43% in 2018 to 55% in 2024​​. Panera’s rating also improved, from 30% to 40%​.

Chipotle, despite its past food safety issues, saw its trust rating climb from 23% to 35%​. Subway’s trust level increased from 29% to 38%​​. McDonald’s and Burger King, however, have shown more modest gains, with trust ratings of 22% and 19%, respectively​​. Starbucks now holds a 25% trust rating, up from 18%​.

Interestingly, the lower-ranked chains in 2018 have seen the most significant improvements. Au Bon Pain and Little Caesars, which were trusted by only 4% of respondents in 2018, now hold trust ratings of 15% and 12%, respectively​​. This suggests a broadening acceptance and trust in a wider range of fast food chains to handle clean meat responsibly.

The 2024 survey also highlights increased consumer willingness to try clean meat. Approximately 45% of respondents indicated they would be open to trying lab-grown meat, compared to just 27% in 2018​ (GlobalData). This growing willingness is likely a result of improved information dissemination and positive media coverage regarding the environmental and ethical benefits of clean meat.

Moreover, 35% of consumers now believe that clean meat could be a viable solution to environmental challenges posed by traditional meat production​​. This is a significant increase from the 20% who held this belief in 2018. These statistics suggest that while scepticism remains, there is a clear trend towards greater acceptance and trust in clean meat and the fast food chains that serve it.

Comparison of 2018 and 2024 Data

The comparison between 2018 and 2024 data highlights notable changes. Trust in fast food chains to provide clean meat has generally increased, reflecting greater consumer familiarity with and acceptance of lab-grown meat:

Sources:

• 2018 Data: Kadence International (2018)​.
• 2024 Data: American Customer Satisfaction Index (ACSI, 2024), Food Standards Agency (2024)​

These changes indicate growing trust in fast food chains’ ability to responsibly offer clean meat products, with substantial improvements across the board.

Case Studies: Market and Consumer Behaviors

United States

Burger King: Introduction of the Impossible Whopper

Image credit: Burger King

• Details: Burger King launched the Impossible Whopper, featuring plant-based meat from Impossible Foods, in August 2019.
• Impact: The introduction led to a notable increase in sales and positive consumer feedback. According to Reuters, Burger King’s same-store sales in the U.S. increased by 5% in the quarter following the launch​.
• Consumer Behaviour: The success of the Impossible Whopper highlighted growing consumer interest in plant-based alternatives, particularly among flexitarians and environmentally conscious diners.

United Kingdom

Greggs: Vegan Sausage Roll

• Details: Greggs launched its vegan sausage roll in January 2019.
• Impact: The product became a bestseller and significantly boosted Greggs’ sales, contributing to a 14.1% increase in sales in the first half of 2019​.
• Consumer Behaviour: The launch sparked widespread media coverage and consumer interest, illustrating the strong market for vegan alternatives.

China

Starbucks: Collaboration with Beyond Meat, Oatley and OmniPork

• Details: Starbucks introduced plant-based menu items in collaboration with Beyond Meat, Oatley and OmniPork.
• Impact: The launch tapped into the growing market for sustainable food options in urban centers​​.
• Consumer Behaviour: This move reflects the rising consumer demand for plant-based options in China’s metropolitan areas.

Singapore

Shiok Meats: Clean Meat Sector Pioneer

• Details: Shiok Meats focuses on lab-grown seafood and has received regulatory approval for the sale of clean meat.
• Impact: Singapore’s approval positioned it as a leader in food innovation, paving the way for further developments in the clean meat sector​​.
• Consumer Behaviour: The regulatory support and innovative products have helped build consumer trust and interest in lab-grown meat.

Final Thoughts

While consumer confidence in fast food chains’ ability to provide clean meat was initially low in 2018, it increased noticeably by 2024. 

This shift is driven by increased awareness of clean meat and its benefits, as well as the efforts of fast-food chains to build trust through transparency and ethical practices. As consumer preferences continue to evolve, it is crucial for fast-food chains to stay at the forefront of these trends to maintain and grow their customer base.