Perspectives
Food plays a fundamental role across cultural practices and traditions worldwide. A person’s cultural background informs their food-related values, and these values are often strongly held. For participants in the cell-based agriculture space, it is important to consider how these values shape perceptions of novel foods. The resources below present perspectives from within the primary partner countries in this programme, Singapore and Aotearoa New Zealand.
Consumer perceptions: general population
The following resources, based on surveys and panel discussions, build a general picture of consumer attitudes towards cell-based food products in New Zealand and Singapore.
New Zealand
Perceptions of Cultivated Meat in Millennial and Generation X Consumers Resident in Aotearoa New Zealand – Giezenaar et al. (March 2023). This analysis gauged the acceptance of cultivated meat relative to conventional and plant-based meat in Aotearoa New Zealand (survey of 592 people). It also explored the influence of gender, age, meat/plant-based consumption, cultivated meat awareness and food neophobia on these perceptions, with three distinct groups of consumers identified.
Using environmental imperatives to reduce meat consumption: perspectives from New Zealand – Tucker (March 2018). This study examined the effect of the environmental perceptions of meat on consumer behaviour (69 people). It found that the potential environmental benefits of cultured meat were overwhelmed by negative emotions regarding perceived levels of ‘naturalness’.
Singapore
Improving perceptions of cultivated meat and plant-based proteins in Singapore – Tan et al. (August 2025). This research looks at consumer perceptions of cultivated and plant-based meat before and after being provided with information on the topic and attending a tasting event with ‘cultivated’ meat present (survey of 277 people). It was found that when provided with a description of the benefits of cultivated meat, consumers were more likely to consider consumption, though initial neophobia was found to be the primary barrier to acceptance.
Examining public perceptions of cultivated meat in Singapore: food neophobia and neophilia as precursors to the influence of presumed media influence model – Ho et al. (April 2024). This study explores the indirect influence of mass media on viewpoints around cultivated meat among Singapore residents (n = 1031). Initial food neophobia or neophilia was found to strongly influence attention given to risk or benefit messages around cultivated meat present in the media.
Indigenous cultural perspectives
The legally acknowledged indigenous peoples of New Zealand and Singapore are important stakeholders in the introduction of novel foods in these jurisdictions. The following resources give some insight into perspectives held by these groups regarding cellular agriculture.
Māori
Kaimangatanga: Maori Perspectives on Veganism and Plant-based Kai – Dunn (Jan 2019). An investigation of Māori perspectives expressed on social media sites related to plant-based kai (food), including the influence of values such as kaitiakitanga (guardianship), hauora (health and wellbeing) and rangatiratanga (sovereignty) on food choices. The article includes a criticism of vegan ethics that ignores the impacts of colonisation, economic disparities, and Māori/indigenous values.
The art of dialogue with indigenous communities in the new biotechnology world – Hudson et al. (March 2012). Through a series of wānanga (conferences), various biotechnology topics were discussed within a Māori worldview, including future food technologies. The authors found that when considering novel foods, participants emphasised the importance of being able to make decisions and be responsible for development within their own communities.
Malay Singaporeans
Complexity of consumer acceptance to alternative protein foods in a multiethnic Asian population: A comparison of plant-based meat alternatives, cultured meat, and insect-based products – Chia et al. (May 2024). Examines the perception of various novel foods across various Singaporean ethnic groups (n=1224), where ethnic Malays were less willing than other groups to consume alternative proteins.
Halal or not? Exploring Muslim perceptions of cultured meat in Singapore – Ho et al. (April 2023). A study of the viewpoints of 24 Singaporean Muslims on cultivated meat, where 71% of participants were Malay and older participants were interviewed in Malay. Participants unanimously agreed that the halal status of cultivated meat must be determined by religious authorities before they could decide whether to consume it.
Other relevant perspectives
The following resources describe some perspectives on cellular agriculture and alternative proteins from key groups in Singapore and New Zealand with a direct interest in emerging novel foods.
Farmers
Synthetic proteins. What will consumers be eating in the future and are our food producers aware – Jared Briggs, Kellogg Rural Leadership Programme (June 2018). A report presenting the results of a survey of seventeen NZ food producers on their perception of synthetic/cultivated meat. The report concludes that farmers find information on cultivated meat inaccessible, and that they typically do not see cultivated meat as a significant threat but rather as an opportunity to establish a niche of premium, naturally-produced products.
Will It Have Legs? An Investigation into Synthetic Food and the Implications for NZ Agriculture – Richard Fowler, Rural Leader NZ (April 2016). This sceptical report by dairy farmer Richard Fowler examines the emergent ‘synthetic food’ industry from a farming perspective. The author argues that farmers should get involved with the growing industry to ensure they have a seat at the decision making table, but also criticises members of the industry for painting a negative picture of the conventional agriculture sector. The report finishes with a discussion of possible threats and opportunities of novel foods for farmers.
Vegans and Vegetarians
Early Adopters or Forever Resisters? Singapore Veg*ns’ Views Toward Alternative Protein Foods – Jacobs and Chau (April 2025). An autoethnographic study into the perceptions of Singapore vegetarians and vegans towards future foods. The authors conclude that Singaporeans in this group are likely to reject the idea of consuming alternative proteins. Possible reasons include a perception of these products as unnecessary, spiritually objectionable, unhealthy, produced by dishonest sources, and conflicting with the promotion of vegetarian or vegan lifestyles.
Cultured meat, clean meat,… queer meat? A vegan queer ecofeminist perspective on the implications of cellular agriculture – Rodríguez (February 2023). A cautious perspective article looking at positive and negative aspects of cellular agriculture (cell-ag) from a ecofeminist vegan perspective. Positive aspects listed include decreased suffering of non-humans and potential for decreased environmental harm, while negative aspects include the use of fetal bovine serum in the absence of a standardised vegan culture medium combined with profit-driven secrecy and male predominance within the cell-ag industry.