## 2 Formulation-Content Strategies for Cultured Meat Products  
Consumer acceptance of CUME could be enhanced with different content strategies depending on specific consumer preferences. Previous research has indicated that people perceive CUME's benefits to society but consider it risky for themselves in terms of taste, nutrition, and safety. This disconnect has served to enhance the gap between advocacy and reduction in consumption. This gap was reported to be higher for CUME compared to other alternative proteins, although the views on categories of foods were congruent. This resulted in late or slow adoption of marketed products [11]. Attitudinal drivers play a significant role in different countries. Comparison between surveys conducted in both India and China indicated significantly higher consumer acceptance of CUME compared to the USA (Figure 1). Ethical priorities have been a major driving factor in India. In China [12], the most important factor was a healthy diet. Disgust relating to CUME turned out to be the most significant factor for US consumers. Therefore, knowing these drivers could prove useful in efforts to design marketing content strategies to address consumer responses in different countries [13]. Another study compared attitudes among 4 countries. They recorded the highest acceptance rate in Spain (42%), followed by the UK (20%), the Dominican Republic (15%), and finally, Brazil (11.5%). Research data showed that older consumers (65+ age group) exhibited higher acceptance of CUME, as per surveys conducted in 5 European countries. In a study of five countries, the highest acceptance was observed in The Netherlands, followed by Finland, the UK, Spain, and Poland. A more traditional mindset in people was associated with a lower willingness to adopt new ideas [12; 14]. Among the demographic predictors, previous and current research both indicated that age also differentiated CUME consumers. In Europe, CUME has attracted older generations (65+ years). Globally, however, CUME has attracted more young people than older people. For the latter, there was an implied societal transition; for the former, it was only considered for consumption patterns [15]. Other than age, gender differentiation was also clear. Men were more accepting of CUME than women. Meat consumers were more likely to be interested in CUME than vegetarians, according to quite a few studies [16; 17]. They had a higher attachment to meat-based attributes and were thus more open to buying CUME. Some studies have also highlighted political orientation and its impact on consumption of CUME; liberals were considered more accepting than conservatives. Liberals also associated this consumption with other animal welfare and environmental protection-based agendas. Furthermore, youth and an urban mindset were shown to impact the likelihood of purchase of CUME products among liberal groups [18]. Urban consumers were considered to have a greater degree of openness toward CUME in a study conducted in the Irish farming community, but this comparison warrants further  
Figure 1: CUME demand characteristics by countries [13]. research in other geographical regions before the results could be called a sustainable indication [19]. Similarly, education was determined to be another significant indicator. Regarding socioeconomic status, some speculation has been made based on consumer inequality. Among USA consumers, results showed that CUME had greater appeal in low-income consumers. However, in New Zealand, the opposite pattern was reported [20]. Recently, Indian consumers also displayed a pattern quite similar to that observed in New Zealand, indicating a higher consumption among high earners [13]. The last demographic pointer considered was familiarity, which has yet to be statistically tested. This information was fortified by recently conducted studies that determined lack of knowledge to be a major hindrance in the acceptance process. Those with prior knowledge had the strongest drive toward acceptability.