A comparison of consumer preferences for cell-based seafood across European countries

Global seafood consumption has been increasing and is expected to continue rising, driven by population growth and evolving dietary patterns. Cell-based seafood has the potential to complement capture fisheries and aquaculture in meeting this growing demand. However, the long-term viability of this emerging sector will depend largely on consumer acceptance. This study examines consumer preferences and acceptance of cell-based seafood in four European countries—Italy, the Netherlands, Portugal, and Hungary. Using data from a stated preference experiment, we assess willingness to purchase cell-based seafood relative to wild-caught and farm-raised alternatives. The findings reveal substantial heterogeneity both across and within countries. Italian respondents exhibit notably lower willingness to purchase cell-based seafood, while Portuguese and Dutch respondents show moderate openness to these products. Hungarian respondents display a more neutral stance, with no strong preference among wild-caught, farm-raised, or cell-based options. These results highlight the importance of accounting for cultural, behavioural, and market-specific factors when evaluating the potential acceptance of cell-based seafood in Europe and underscore the need for tailored communication and policy strategies to support the development of this novel food sector.