A new consumer study by the Good Food Institute India (GFI India) has revealed growing interest in cultivated meat, with 94% of surveyed consumers expressing willingness to try meat produced from animal cells without conventional animal slaughter.
Titled Cultivated Meat in India: Consumer Awareness, Perceptions, Drivers & Barriers, the study examines consumer attitudes towards this emerging food technology. The research involved eight focus group discussions and 414 online interviews with urban, affluent, non-vegetarian and flexitarian consumers aged 18–44 across Delhi, Mumbai, Bengaluru and Hyderabad.
The findings indicate a positive initial response, with more than 93% of respondents considering cultivated meat relevant and different from conventional products. Around 90% found the concept believable once they understood how it was produced.
Consumers largely viewed cultivated meat as real meat produced through an alternative method rather than an artificial substitute. Many also associated the technology with potential improvements in food hygiene, freshness and ethical production.
According to the study, over 51% of respondents considered cultivated meat a good source of protein, while 46% believed it could be healthier than conventional meat. Affordability and easy availability were identified as important factors by 44% of participants.
However, the research also highlighted that curiosity alone may not translate into regular purchases. Taste, price, product safety and availability will play a major role in determining whether cultivated meat gains acceptance in the Indian market.
Consumers indicated that cultivated meat would need to be priced close to conventional meat for regular consumption, with most unwilling to pay more than a 15–20% premium. Regulatory approvals, credible safety certifications and transparent communication about production methods were also considered essential for building consumer confidence.
The terminology used to describe the product emerged as another important factor. The term cultivated meat received an 85% acceptance rating, compared with 64% for lab-grown meat and 53% for artificial meat. Respondents associated the latter expressions more strongly with unnatural or heavily processed foods.
Sneha Singh, Managing Director of GFI India, observed that innovative food technologies could help meet India’s growing demand for meat while offering more sustainable production methods. However, she emphasised that consumer adoption would depend on delivering familiar taste, affordability and accessibility, supported by clear explanations of the technology and its safety.
Rajyalakshmi G, Market & Consumer Insights Advisor at GFI India, highlighted the difference between consumers’ limited awareness of cultivated meat and their positive response after understanding the concept. She observed that consumer concerns centred largely on whether the final product could meet expectations regarding taste, nutrition, safety and value.
The study suggests that cultivated meat could eventually contribute to diversifying India’s protein supply. However, the findings reflect stated willingness among a specific group of urban consumers rather than actual purchasing behaviour across the wider Indian population.
As the technology develops, manufacturers will need to focus on product quality, competitive pricing, regulatory compliance and consumer education to turn initial curiosity into sustained market demand.