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The Alternative Livestock Revolution: Prospects for Consumer Acceptance of Plant-based and Cultured Meat in South Africa

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  • Tsvakirai, Chiedza
  • Nalley, Lawton
  • Rider, Shelby
  • Van Loo, Ellen
  • Tshehla, Makgopa

Abstract

Although South Africa accounts for half of the alternative meat market for the African continent, there remains a lack of information about consumer demand for plant-based and lab-cultured meat and its market potential domestically. This study reports the results of a nationwide survey of 649 South African consumers who completed a choice experiment in which they selected among conventional beef and three alternative burger patties at varying prices. Results indicate that holding prices constant and conditional on choosing a food product, 21% of the market share was estimated for plant-based meat alternatives and 38% for lab-cultured meat.

Suggested Citation

  • Tsvakirai, Chiedza & Nalley, Lawton & Rider, Shelby & Van Loo, Ellen & Tshehla, Makgopa, 2023. "The Alternative Livestock Revolution: Prospects for Consumer Acceptance of Plant-based and Cultured Meat in South Africa," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 55(4), pages 710-729, November.
    • Handle: RePEc:cup:jagaec:v:55:y:2023:i:4:p:710-729_7
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