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This connects to two of our Unjournal Pivotal Questions workstreams. One is on CM cost and viability (related to our post on this here) where we just ran a workshop on cost trajectories (summary here, more reporting to come). The other is on PBA substitution, where the cannibalization question you raise is close to the central one. (Note, we are also planning a workshop for the substitution question: see the resource page here_
On substitution, my main worry is that it’s very hard to measure even for products that already exist. From the earlier post, our forest plot of cross-price elasticities is all over the map: credible studies find PBAs to be substitutes for a given meat in some cases and complements in others, with no obvious study-level feature explaining the divergence. Moving outside of PBA/meat, Bray, Sanders and Stamatopoulos (2024) sharpen the concern. In a grocery pricing experiment they find an own-price elasticity around −0.34, versus roughly −2.0 from observational scanner data on comparable stores, and the usual IV and difference-in-differences “fixes” don’t close the gap. So I might hold the existing PBA substitution evidence fairly lightly in either direction, which makes me cautious about leaning too hard on it to assess CM.
Going further, see this AI-driven report aiming to synthesize the evidence on ‘what can we measure’ here.
For cultivated meat itself the evidence is a thin reed at best. You already flag that survey-based WTP is unreliable; I’d push that further. For a product that basically doesn’t exist at retail scale (and in a category seemingly rather sensitive to price, brand, framing) and context, I doubt we’ll learn much about who actually buys it until it’s on shelves and menus. Attitudes can move a lot: in the mid-1990s (from my experience) many/most Americans treated raw fish as absurd and repulsive. Today a large majority have tried sushi, with only about third of Americans never having tried it per one restaurant-chain survey (and about a third having eaten sushi with raw fish in the past year in a 2016 -- paywall linked, I’m relying on chatGPT there).
On cannibalization itself I’m a little less worried than you, mostly because plant-based seems to have a fairly low market-share ceiling so far, so if it gets a decent market share, cannibalization won’t matter much.
Fwiw, here’s a similarly AI-guided report (with human feedback) on the consumption of plant-based-alternatives. Its market share is still rather low (1-3% at best), but the evidence points it being purchased and consumed mainly by omnivores rather than veg*ns. That makes me a tiny bit more optimistic that if CM is made appealing it will also be consumed by omnivores.