First glimpse on attitudes of highly educated consumers towards cell-based meat and related issues in Brazil.

Our aim was to study Brazilian consumer attitudes towards cell-based meat and related issues. From 408 respondents from Curitiba and 218 from Joinville, the majority was women with higher level of education; 65.2% and 70.2% frequently consumed meat and 50.7% and 50.9% would not stop eating meat; 81.6% and 82.6% had little or no knowledge about cell-based meat. After watching an explanatory video, 41.9% and 34.4% stated they would eat cell-based meat without restrictions; 24.5% and 23.9% stated they would try depending on conditionals. Overall, 63.6% declared they would eat cell-based meat; among vegetarians and vegans, 24% and 8% stated they would eat cell-based meat, with additional 25.0% and 27.0% stating "it depends"; thus, the major public for cell-based meat seems to be meat eaters. Animal welfare was the principal reason for considering not eating meat and a major benefit of cell-based meat. In conclusion, the majority of respondents would not stop eating meat; additionally, they would eat cell-based meat.