We know from reliable evidence that our societies need to transition to a more sustainable food system, so that we can provide enough healthy food for an increasing world population without harming the environment. One well-known recommendation is to promote a shift towards diets with fewer conventional animal products.
To accelerate this shift, there is increasing interest in innovative foods, such as cultivated (cultured) meat or plant-based meat. These have the potential to significantly reduce the negative effects of animal consumption on human health and the environment, while offering meat-eating consumers a similar sensory experience. What does the evidence tell us about consumer attitudes and perceptions towards these food technologies? What challenges and opportunities lie ahead, and what policy levers will be necessary to ensure consumer uptake?