Most Americans would not order a lab grown burger

March 2026 Conjointly Brand Tracker

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The March 2026 Brand Tracker surveyed 1,427 American adults, asking an extra question about openness to a lab-grown burger. Conjointly found that 55% say they’d be less likely to order a lab-grown burger, even when told it tastes identical to a traditional one, with over-55s the most resistant at 62%.

What does this mean for the likes of UPSIDE Foods, Vow, and SuperMeat? Taste parity alone isn’t enough to win over most Americans. Emphasis on lab origin is not yet the right approach for mainstream adoption. Knowing the target consumer is key.

Overall results

55% of Americans would be less likely to order a lab-grown burger.

Question asked: If you could order a burger made with 100% lab-grown beef that tasted identical to a traditional burger, how likely would you be to order it?

35%

19%

27%

10%

Much less likely Somewhat less likely About the same Somewhat more likely Much more likely

55% less likely

27% same

19% more likely

Results by segment

The line bar marks the overall average for "less likely" responses (55%).

Gender

Male

32%

19%

51%

Female

38%

20%

58%

Age group

Under 30

32%

22%

54%

Age 30-55

32%

18%

49%

Over 55

42%

20%

62%

Women are more sceptical than men (58% vs 51% less likely). Over-55s are the most resistant at 62%, nearly 13 points above the average. Even under-30s sit at 54%.

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