Cultured Meat:
A new product on the shelf or a new shelf altogether?

Dear Friend, 

If you’re like me, constantly looking out for new investment opportunities based on innovation and new technology, then you should already have heard about cultured meat. I am not talking about any plant-based substitute or a vegan product. I am talking about a real, juicy steak sizzling on the grill on sunny Sunday afternoons!

— Lars Tvede, Co-Founder of Supertrends

We recently found strong signals that my steaks will soon be grown in a lab instead of being sourced from Heidi, the beautiful Swiss cow that stood on the meadow behind my house until just yesterday. So, we decided to closely monitor this rapidly growing Supertrend.

Meat substitutes are no longer seen as niche products to be marketed to a small group of ethically conscious consumers interested in environmental protection and climate change mitigation, but as full-fledged tasty alternatives to meat that are part of the consumer mainstream. Cultured Meat is part of this movement, but it does not substitute traditional meat.

So, here’s the deal …

Download our brief to cultured meat in food & retail now to get a better understanding when it will appear in the shelfs.

Cultured Meat IS real meat, but without the controversial baggage.

All of this means that in the long term, there is every reason to believe that we can create bioreactor-generated food that, at least on some parameters, beats the competition in terms of quality and variety. Eventually, it may also become far cheaper.

Cultured Meat in Food & Retail

Meat with a story 

Does that mean that eventually, cultured food might beat all the competition? Hardly. When Asian producers learned to make three-dollar digital watches that were actually more accurate than the best expensive Swiss mechanical watches, for a while, many people thought that the Swiss watch industry was doomed. However, after some turbulence, the Swiss came roaring back with their classic, handmade, ineffective watches, and while any of us can now with great ease and accuracy tell the time by glancing at our smartphones, there are still many willing to pay for such a mechanical watch. Even though the Chinese now make far more watches than the Swiss, the Swiss make far more money on watches than the Chinese. 

Why? Because traditional mechanical timepieces deliver time-with-a-story. A beautiful and possibly rare watch from an established Swiss watch brand is really not so much a useful tool as it is a part of the experience economy. 

There might be a lesson from that, when it comes to food. For instance, while bodybuilders or development economists focused on feeding the poor might think of meat strictly as a “source of protein”, people don’t think of cakes as “a source of saturated fat and sugar”, but they eat them anyway because of their other qualities which can include taste, smell, looks, and cultural factors. In short, they eat them because of the experience they bring. Similarly, lots of people eat meat simply because they like it.     

Cheap and cheerful or expensive experience? 

This also means that the incumbent meat industry might easily remain with us for very long time, if it is able to create meat-with-a-story. For nearly two million years, humans have been eating meat. In the early days of the species, as scavengers and hunter-gatherers, we secured our protein from wild beasts before gradually refining our skills in animal husbandry. Proteins are a key element in the human diet, both as an essential nutrient and for building tissue. Amino acids derived from protein are needed for producing hormones, enzymes, blood cells, and various other vital body functions.   

Besides the utilitarian use of meat, the flavor and versatility it brings to the table is second to none. Recently, the meat industry has had to evaluate its practices in order to accommodate a growing interest in animal wellbeing and sustainability. Cultured Meat is a step further in these trends, as it removes the need to rear and subsequently process animals into the different meat products. This means that many of the associated costs – financial, environmental, and ethical – are removed. Customer surveys show that as long as Cultured Meat is marketed in a manner that emphasizes its positive properties (clean, ethical, etc.), there is a customer base willing to pay for a product that aligns with their beliefs without sacrificing the taste of meat they know and love.  

The bottom line 

Cultured Meat is posed to begin a revolution in retail. The Supertrends Dynamic Report contains the answers to frequently asked questions such as: Who will buy it? What is the advantage of Cultured Meat over traditional meat? When regulation is substantiated, we will be able to answer questions such as: Will Cultured Meat be sold as meat, or as a meat substitute? Will cultured fish be sold alongside fresh fish? As of now, those remain open issues 

Having insight about Cultured Meat is an undeniable advantage, especially at this critical moment in time right before it becomes widely available. With the Supertrends Dynamic Report on Cultured Meat, you will have updated information on the current state of affairs concerning cellular agriculture and will be able to take those important choices that make the difference between being a pioneer or being left behind. 

Our subscription-based service starts with a dynamic report that offers deep insight into the most important aspects of labgrown meat. It continues with a fast-paced stream of updates, facts, forecasts, and sentiments around the potential transformation of this very big business, so decisionmakers will better understand what happens today, tomorrow, and in the future. We call it “Future as a Service”. 

Do you want to know more? You can get started with the free report “Commercialization Opportunities in the Clean Meat Markets”. 


There is hefty beef in big business

Meat is a big business, too: In 2019, the meat trade turned over almost US$2 trillion in value, or approximately 2 percent of the global economy.

Today, however, humanity may be on the cusp of a fundamental transformation in the way the vast majority of our meat is sourced, just as when our ancestors began to switch from hunting to farming about 12,000 years ago. That switch from hunting to farming was a revolution with massive implications.

In the next few years, we might witness a new evolution where we transition from farming meat to synthesizing it.

A service for the informed investor

Personally, I am not invested into any cultured meat company yet. But I am monitoring this rapidly evolving industry sector very closely. You know just as I do: The sooner you’re entering, the higher the risks, but also the rewards. To run a solid due diligence, we need data.

That’s why Supertrends has created its own view on cultured meat, including thoughts on how synthetization can make our food system smart, digital and compact, as well as why the revolution of the meat industry will arrive in two waves.

Our subscription-based service starts with a dynamic report and deep insight into the most important aspects of lab grown meat. It continues with a fast-paced stream of updates, facts, forecasts and sentiments around the potential transformation of this very big business, so decision makers will better understand what happens today, tomorrow and in the future. We call it “Future as a Service”.

Start by getting our free report “Commercialization Opportunities in the Clean Meat Markets”.

Cultured Meat, on the brink of a retail revolution 

As Lars Tvede mentions, in many cases, the experience that a product provides accounts significantly for its appeal. With the arrival of innovations such as Cultured Meat, the existing traditional meats are poised to become experience products that will always have a premium appeal, while the innovative Cultured Meat becomes available to all as a mainstream product. This does not mean that meat as we know it will be completely replaced, but rather that, given the availability of a cheaper option, meat from slaughtered animals will become highervalue products with a story. Think Swiss watches or bespoke Italian suits. 

As developments in Cultured Meat advance, we can perceive that the marketplace is ready for a revolution. Traditional products will increasingly occupy a niche, while these innovative products that cater to the new consumers that are more conscious about the environment, animal welfare, and nutritional value become mainstream goods. This means that the marketplace must evolve and adapt to keep up with the needs of new customer segments. 

In this Dynamic Report, we address the characteristics of the Cultured Meat consumer: What are the interests that drive customer choices, and why are products of cellular agriculture posed to take over the shelves? Which products appeal to newer generations of shoppers? What is the inherent advantage of Cultured Meat over traditional meat? And perhaps most importantly: Who will buy Cultured Meat, and why?  

It is important to remember that Cultured Meat is not the same as plant-based meat. Therefore, it will appeal not to vegetarians or vegans, but primarily to conscientious meat eaters who are interested in knowing where their food comes from and in its nutritional value. But this is not a given, as the same people that are surprised and interested in Cultured Meat could also be repulsed by it. In the Dynamic Report on Cultured Meat, we have included chapters focusing on consumer appeal and measures to be taken to ensure that it is a market success. 

Has this piqued your interest? Our report outlines the main commercial challenges and opportunities to retailing Cultured Meat. Don’t waste any time and subscribe to our Dynamic Report on Cultured Meat to access this data and other information to make sure you are prepared for the future. 

Yes, I want to get a better understanding of Cultured Meat Retail!

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