The Need
European non-profit think tank Good Food Institute is working to gain regulatory approval of ‘cultivated’ meat and seafood in the EU and UK. GFI needed to establish appropriate labelling and nomenclature for these products to demonstrate consumer understanding to policy makers.
Our Approach
Opinium conducted the first study of its kind on this topic outside of the US – a multi-market quantitative study in the UK, France, Spain, Germany and Switzerland employing a complex survey design to divide the consumer sample into multiple routes to test comprehension of different labelling and wording variations in each market.
“Our experience with the Opinium team was great. They were really accommodating from the outset, handling last-minute changes seamlessly and maintaining regular communication, which made our project feel super smooth. Their approach stood out for its collaboration and proactive suggestions, which were massively appreciated. The results and analysis were high quality and ready-to-use, and were well-received by key stakeholders within governments, industry groups and consumer organisations. This highlighted the team’s commitment to rigorous, high-quality research, with data that is really methodologically robust and perfectly tailored to budget. As first movers in this research space, we’re in a positive position for future discussions with EU regulators, and we’re excited to continue working together as we further develop this work”
The Outcome
The analysis highlighted the nomenclature combinations which yielded best understanding of the alternative meat. As well as highlighting areas that would benefit from further clarity.
