Meat is far more than food. It represents tradition, identity, community and much more. If sustainable alternatives such as plant-based and cultivated meat are to resonate with consumers, it is essential to understand what meat means to European consumers within a cultural context.

These two new reports provide insights into how the food industry can drive mainstream acceptance of plant-based and cultivated meat across Europe.

• More than Meat: Unpacking Cultural Perceptions of Meat and Sustainable Alternatives in Europe uses semiotic analysis, cultural anthropology and qualitative research to explore the deeper cultural meanings of meat consumption and production for consumers.

• Reimagining Protein: Consumer Perceptions of Cultivated Meat explores how to unlock the full promise of cultivated meat, offering insights into how to build consumer trust in the safety, healthiness, and environmental benefits of cultivated meat products.

Both reports provide essential findings and recommendations for industry on how to reposition sustainable meat alternatives as natural, safe, innovative alternatives for European consumers, bridging the gap between consumer curiosity and conversion.