Japanese consumers are showing an openness to purchasing eel alternatives, including cell-cultured versions. This comes from a recent survey by Forsea, a cultured seafood innovator.
Background
- Eel is a traditional and iconic food in Japan, often prepared as unagi (freshwater eel) grilled with a sweet soy glaze and served over rice.
- Japan consumes half of the world's eel supply, a market valued at up to $10 billion. This highlights the eel's enduring popularity.
- However, wild eel populations are declining, leading to skyrocketing prices and ecological concerns.
- A previous survey indicated that 23 percent of Japanese consumers "love eels" but avoid buying them due to the high cost, and over a third are concerned about the ecological impact of overfishing.
Forsea's Cell-Cultured Eel
- Forsea developed its cultured eel to address the dwindling wild eel populations and rising prices.
- The company aims to bridge the demand gap, especially in Japan, which consumes nearly half the world's freshwater eel.
Consumer Survey Findings
- A January 2025 online survey of 2,000 Japanese respondents (evenly split by gender and age) revealed that eel is a traditional and iconic food in Japan. It is often prepared as unagi (freshwater eel) grilled with a sweet soy glaze and served over rice.
- Japan consumes half of the world's eel supply, a market valued at up to $10 billion. This highlights the eel's enduring popularity.
- However, wild eel populations are declining, leading to skyrocketing prices and ecological concerns.
- A previous survey indicated that 23 percent of Japanese consumers "love eels" but avoid buying them due to the high cost, and over a third are concerned about the ecological impact of overfishing.
Forsea's Cell-Cultured Eel
- Forsea developed its cultured eel to address the dwindling wild eel populations and rising prices.
- The company aims to bridge the demand gap, especially in Japan, which consumes nearly half the world's freshwater eel.
Consumer Survey Findings
- A January 2025 online survey of 2,000 Japanese respondents (evenly split by gender and age) revealed:
- 35 percent were familiar with cell-based products and willing to try cultured seafood.
- 25 percent were eager to try cultured eel regardless of price, while others had specific spending limits.
- Over 50 percent consume eel at least once a year, with 10 percent enjoying it regularly and others on special occasions.
- 50 percent were willing to pay premium prices for high-quality eel.
- 35 percent were familiar with cell-based products and willing to try cultured seafood.
- 25 percent were eager to try cultured eel regardless of price, while others had specific spending limits.
- Over 50 percent consume eel at least once a year, with 10 percent enjoying it regularly and others on special occasions.
- 50 percent were willing to pay premium prices for high-quality eel.
Motivations for Interest in Cultured Seafood
- Health reasons: Nearly a third believe cell-based seafood is a nutritious and safer option due to the absence of heavy metals and contaminants.
- Sustainability: One in three are drawn to the sustainability aspects of cultured seafood.
- Technology: 26 percent are intrigued by the innovative technology behind cultured food.
- Overfishing: Almost 40 percent believe cell-cultured seafood can solve overfishing and support ocean conservation.
- Key considerations: Taste and price are important factors for consumers.
Potential Customers
Forsea CEO Roee Nir noted that the survey results indicate a readiness among Japanese consumers to explore innovative food options. Potential customer types include:
- Environmentally conscious young adults
- Health-conscious homemakers
- Vegetarian-minded students
- Tech-savvy businesspersons seeking new experiences
