Awareness is only the beginning

Underscoring the challenges facing alternative meat producers and marketers trying to crack the market in Asia, consumers in five of the region's major markets report widely varying levels of interest in cultivated or fermented types of meat analogues, with unpredictable divergences.

Chinese consumers, for example, expressed keen interest in trying new products, even if they were not familiar with the technology. Singapore — the only country outside the US where cultivated meat can be served —…