Cheese without cows: Consumer demand for animal-free dairy cheese made from cellular agriculture in the United Kingdom

Abstract We examine consumer demand for animal-free dairy cheese produced using cellular agriculture. Our data is generated through a hypothetical choice experiment completed by 1249 UK residents. Using mixed logit model, we predict that would have conditional market share of 22% when priced at 25% markup relative to premium conventional cheese. However, the quite sensitive price: only 2% consumers purchase if it were twice price Three-quarters who purchased unavailable. use our experimental results impact higher prices, such as those might result from tax on livestock products. find introduction reduces losses prices about 20%.