Cultivated meat in 2025: A decisive year for the industry

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Cultivated meat, produced by growing animal cells in a laboratory setting in an effort to provide a new sustainable source of food, stands as a potentially disruptive force in the global food system. 2025 looks set to mark a crucial juncture for this nascent industry, which is poised for significant growth, but still struggles with numerous challenges. Kishore Kumar discusses these barriers to market, including consumer scepticism, the agricultural community, pricing concerns, and the emerging regulatory environment.

Cultivated meat approvals start

• Singapore: In December 2020, Singapore became the first country to approve cultivated meat, granting regulatory approval to Eat Just’s “chicken bites.”

• Netherlands: In July 2023, the Netherlands became the first EU member to allow taste testing of cultivated meat products, a prelude to market approval.

• US: In June 2023, the US cleared cultivated chicken from Upside Foods and Good Meat for sale.

• UK: In July 2023, Meatly received regulatory clearance in the UK to sell cultivated meat, but only for pet food.

• Israel: In January 2024, Israel approved the production and sale of cultivated beef from Aleph Farms.

• Singapore: In May 2024, Eat Just paused production of cultivated meat in Singapore, then in July 2024, announced its first retail listing for cell-cultivated chicken (3% cultivated, 97% plant-based) at Huber’s Butchery.

• Spain: Has not yet approved cultivated meat. In January 2021, Spain launched a government-backed project (“Cultured meat”) led by BioTech Foods, involving ten research institutions and seven organizations, to develop cultivated meat.

• Switzerland: In July 2023, Aleph Farms (Israel) applied for approval to sell its cultivated steak in Switzerland, partnering with supermarket chain Migros. No approval yet, but Switzerland is seen as a potential key player due to investment from major food companies. In December 2024, the Cultured Hub opened in Kempthal, a joint venture between Migros, Givaudan, and Bühler Group to help startups scale cultivated meat production.

From lab to plate: A sampling of cultivated meat products

The innovation within the cultivated meat industry is not just confined to production methods; it extends into product development. Companies are moving beyond simply replicating traditional meats like chicken and beef, exploring a range of products designed to tantalize taste buds and cater to changing consumer preferences. Here are just a few examples of the products emerging from the cultivated meat sector:

• Chicken: Cultivated chicken is arguably the most advanced product in terms of commercialization. Companies like Eat Just (Good Meat) have already launched cultivated chicken products in select markets, demonstrating the feasibility of scaling production and achieving a taste and texture comparable to conventional chicken. From chicken nuggets and tenders to fillets and wings, the versatility of cultivated chicken is being explored to create familiar favourites and innovative new dishes.

• Beef: Cultivated beef is another area of significant progress. Companies like Aleph Farms are developing cultivated steaks and other beef cuts that aim to replicate the marbling, texture, and flavour profile of conventionally farmed beef. The potential for creating high-quality, sustainable beef products is a major driver of innovation in this segment.

• Seafood: The potential of cultivated seafood addresses concerns about overfishing and environmental damage. Numerous companies are pioneering this field, cultivating a wide range of species from finfish like tuna (e.g., BlueNalu, Wildtype, Finless Foods) to crustaceans like shrimp and crab (e.g., Shiok Meats) and other fish (e.g., Umami Meats, Avant). This opens up exciting possibilities for creating sustainable seafood options that meet the growing global demand.

• Pork: Cultivated pork is also gaining traction, with companies developing products like cultivated bacon, sausages, and pork chops. The ability to produce pork without the environmental impact and ethical concerns associated with conventional pork production is a compelling proposition for many consumers.

• Novel meats: Beyond replicating existing meats, cultivated meat technology opens the door to creating entirely new types of meat with unique flavour profiles and nutritional characteristics. This allows for exploration of exotic meats or the creation of meat alternatives with enhanced health benefits, such as lower fat content or higher protein levels.

• Wagyu beef: Ivy Farm, a UK-based company, is revolutionizing premium beef production by cultivating Wagyu. Partnering with Finnebrogue, they source cells directly from their Wagyu herd, ensuring authentic quality. Ivy Farm aims to offer a sustainable and guilt-free Wagyu experience, replicating its signature marbling and flavour while minimizing environmental impact. Targeting a 2025 launch, they are actively pursuing regulatory approvals.

A global patchwork of rules

Securing regulatory approvals is paramount for cultivated meat companies to bring their products to market. However, the regulatory environment is far from uniform. It presents a complex and often fragmented picture, varying significantly across jurisdictions. This patchwork of regulations creates uncertainty for investors, potentially slowing down development and hindering market access. Lengthy approval processes, often involving extensive safety assessments and data requirements, can be a significant hurdle, particularly for smaller companies. Harmonization of regulations across different countries is crucial to streamline the process, facilitate international trade, and prevent unnecessary duplication of efforts. Regulators are struggling with how to assess the safety and nutritional value of these novel products, while also addressing labelling requirements and production standards.

Overcoming consumer scepticism

Building consumer trust is paramount for the widespread adoption of cultivated meat. Scepticism stems from various factors, including concerns about safety, ethical implications, and the perceived “unnaturalness” of the product. Addressing these concerns requires transparent communication and robust scientific evidence. Consumers need to be reassured about the safety of the production process, the nutritional value of cultivated meat, and the absence of any long-term health risks. Highlighting the environmental benefits and the improved animal welfare aspects can also resonate with ethically conscious consumers. Open dialogue and educational initiatives are essential to dispel misconceptions and foster a better understanding of this novel food technology. Taste tests and demonstrations can play a crucial role in allowing consumers to experience the taste and texture of cultivated meat firsthand, helping to overcome initial apprehension.

Engaging with the agricultural community

The long-term success of the cultivated meat industry hinges on building bridges with the existing agricultural community. Farmers, particularly those involved in traditional livestock production, often express concerns about the potential impact of cultivated meat on their livelihoods. Addressing these concerns through open communication and collaboration is crucial. Exploring opportunities for synergy, such as utilizing agricultural byproducts in cell culture media or creating new value chains involving both conventional and cultivated meat production, can help mitigate anxieties and foster a more inclusive approach. Recognizing the vital role of farmers in the food system and ensuring a just transition is essential for long-term sustainability. Partnerships with agricultural organizations and farmer cooperatives can help build trust and create mutually beneficial relationships.

Achieving competitiveness in  the marketplace

Pricing plays a critical role in consumer acceptance. For cultivated meat to compete effectively with conventional meat, it needs to achieve price parity or become a cost-competitive alternative. Currently, the production costs of cultivated meat are significantly higher than those of conventional meat. However, ongoing research and development efforts are focused on optimizing production methods, improving cell culture media, and scaling up production, all of which are expected to drive down costs over time. Achieving price competitiveness will be a key factor in determining the market penetration of cultivated meat. As production scales up and technology advances, the cost of cultivated meat is expected to decrease, making it more accessible to consumers. Mosa Meat’s crowdfunding campaign highlights the financial efforts being made to accelerate cultivated beef launches.

Regulators and policymakers: Steering the future of food innovation

Regulators and policymakers play a pivotal role in shaping the future of cultivated meat. Their decisions regarding safety assess­ments, labelling requirements, and production standards will have a profound impact on consumer trust and market access. Striking a balance between fostering innovation and ensuring consumer safety is a key challenge. Policymakers also need to consider the broader economic and societal implications of cultivated meat, including its potential impact on employment, trade, and food security. A proactive and informed approach is essential to create a regulatory framework that supports the responsible development of this emerging industry. Recent legislative efforts, like those in South Dakota and South Carolina at the end of 2024, mandating clear labelling of cultivated meat (as highlighted by Uncommon), is an example of how regulations are developing.

Providing an idea of the difficulties regulators face, there is the example of UK-based Primeval Foods’ cultivated lion burgers, tiger steaks, and zebra-sushi rolls which have sparked significant debate, with the founder, Yilmaz Bora, arguing that beef and chicken are popular because they come from the easiest animals to domesticate, rather than because they taste good or are nutritious. However, some animal welfare advocates argue that popularizing exotic meats could put pressure on wild populations, and . vegans say that eating cell-cultivated meat, in general, could reinforce the idea that animals are meant to be exploited and consumed.

The long view: Cultivating a sustainable and ethical food system

Cultivated meat holds the potential to provide a more sustainable global food system which is under increasing pressure due global population growth. It also offers a more ethical and secure way to meet the growing demand for protein. The future of food depends on our ability to embrace innovation while ensuring safety, trans­parency, and sustainability. Cultivated meat represents not just a new food product, but a paradigm shift in how we think about food production and consumption, with the potential to reshape our relationship with the planet and the animals we share it with. The industry is marked by significant milestones, from Orbillion achieving multi-continental production for cultivated beef (2024) to Gourmey enlisting Michelin-star talent to elevate cultivated foie gras (2024), Biokraft Foods debuting cultivated chicken in India (2024), and Aleph Farms pursuing regulatory approval in Thailand (2024).

These developments illustrate the global momentum and diverse product development within the cultivated meat sector. As research and development continue to advance, and as consumer awareness and acceptance grow, cultivated meat is poised to play an increasingly important role in feeding the world’s growing population in a sustainable and ethical manner.

The success of cultivated meat industry can be achieved through several avenues. Blended products, combining cultivated meat with plant-based ingredients, offer a strategic entry point to the market by addressing both cost and consumer acceptance. The potential for producing novel and exotic meats opens up niche markets and unique culinary experiences. Crucially, ongoing research into cheaper scaffolds and media promises to drive down production costs and improve price competitiveness. Importantly, building greater consumer confidence through transparency, education, positive product experiences, and clear labelling regulations will be essential for widespread adoption and sustained market growth.

About the author

Kishore Kumar R.
Market researcher at GIRACT

Kishore Kumar R. is a seasoned market researcher at GIRACT with a unique background, ranging from traditional mushroom farming to culinary partnerships with ITC chefs and sports nutrition formulation. With over six years of expertise in the Indian and global food ingredients markets – including meat alternatives, dairy alternatives, protein, savoury ingredients, fibres, emulsifiers, starches, and plant-based foods – he has led multiple product development projects and innovation hackathons, delivering successful outcomes for clients in the food industry.

For inquiries, contact Kishore at: kishore@giract.com.