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How Much Will Consumers Pay For ‘Clean Meat’?

Estimates suggest that a fairly large proportion of people would consider buying it even if it costs more. This willingness to pay more may be particularly strong if the downsides of conventional meat are on their minds.

JO ANDERSON: ‘Faunalytics recently completed a study about consumer acceptance of clean meat. One of the measures in the study was a scenario asking consumers to imagine a choice between clean and conventional meat. They were then asked how much they would be wiling to pay for clean meat… The results of these analyses should encourage people invested in the future of clean meat.

It is unlikely that clean meat will be cost-competitive with conventional products when it first appears in restaurants or grocery stores. However, these estimates suggest that a fairly large proportion of people would consider buying it even if it costs more. This willingness to pay more may be particularly strong if the downsides of conventional meat are on their minds…

High prices at launch are not necessarily bad, even if they are at the upper end of the range shown here. High prices can make a product appear more valuable, creating associations with luxury and rarity. If those ideals are marketed effectively, high prices could work to clean meat’s benefit, at least to raise interest.

Once clean meat becomes more widely available—in grocery stores, as in this study scenario—this range of estimates may provide a better sense of what people are willing to pay when reaching for their next meal’. SOURCE…

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