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The Cultivation of an Industry: Navigating Business Challenges and Consumer Trends in Europe’s Emerging Meat Market

Carassus, Manon LU and da Ros, Natalie LU (2024) BUSN09 20241
Department of Business Administration
Abstract
This thesis examines the nascent sector of cultivated meat in Europe, analysing its potential market penetration against the backdrop of evolving consumer attitudes, complex regulatory frameworks, and innovative business models. Given the pressing environmental concerns associated with traditional meat production, cultivated meat presents a sustainable alternative that promises to reshape the meat industry. This study employs a mixed-methods approach, integrating quantitative survey data from consumers across multiple European countries with a qualitative case study of an emerging start-up in the sector. The findings indicate that several factors are critical in influencing consumer acceptance, including environmental awareness, health... (More)
This thesis examines the nascent sector of cultivated meat in Europe, analysing its potential market penetration against the backdrop of evolving consumer attitudes, complex regulatory frameworks, and innovative business models. Given the pressing environmental concerns associated with traditional meat production, cultivated meat presents a sustainable alternative that promises to reshape the meat industry. This study employs a mixed-methods approach, integrating quantitative survey data from consumers across multiple European countries with a qualitative case study of an emerging start-up in the sector. The findings indicate that several factors are critical in influencing consumer acceptance, including environmental awareness, health concerns, and sensory attributes. Furthermore, the study identifies key demographic segments, such as younger consumers and women, as primary targets for marketing strategies. The implications of these findings suggest that businesses should adopt a phased localisation strategy to enhance consumer acceptance and address market-specific preferences. The findings of this research offer actionable insights for companies seeking to innovate their business models and navigate the cultivated meat market, thereby contributing to the sustainable growth of this innovative industry. (Less)
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author
Carassus, Manon LU and da Ros, Natalie LU
supervisor
organization
course
BUSN09 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Business Model, Business Model Innovation, Consumer Acceptance, Consumer Preferences, Cultivated Meat, Dietary Attitudes, Driving Factors, Environmental Concerns, Health Concerns, Price, Strategies, Targeted Segments.
language
English
id
9162544
date added to LUP
2024-06-25 16:11:20
date last changed
2024-06-25 16:11:20
@misc{9162544,
  abstract     = {{This thesis examines the nascent sector of cultivated meat in Europe, analysing its potential market penetration against the backdrop of evolving consumer attitudes, complex regulatory frameworks, and innovative business models. Given the pressing environmental concerns associated with traditional meat production, cultivated meat presents a sustainable alternative that promises to reshape the meat industry. This study employs a mixed-methods approach, integrating quantitative survey data from consumers across multiple European countries with a qualitative case study of an emerging start-up in the sector. The findings indicate that several factors are critical in influencing consumer acceptance, including environmental awareness, health concerns, and sensory attributes. Furthermore, the study identifies key demographic segments, such as younger consumers and women, as primary targets for marketing strategies. The implications of these findings suggest that businesses should adopt a phased localisation strategy to enhance consumer acceptance and address market-specific preferences. The findings of this research offer actionable insights for companies seeking to innovate their business models and navigate the cultivated meat market, thereby contributing to the sustainable growth of this innovative industry.}},
  author       = {{Carassus, Manon and da Ros, Natalie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Cultivation of an Industry: Navigating Business Challenges and Consumer Trends in Europe’s Emerging Meat Market}},
  year         = {{2024}},
}