Photo: Forsea Foods

Japanese Consumers Show Growing Interest in Cultured Eel, Forsea Survey Finds

ISRAEL
Friday, February 07, 2025, 05:00 (GMT + 9)

25% of respondents are eager to try cultured eel at any price

REHOVOT – A recent nationwide survey conducted by Forsea Foods Ltd., a cultured seafood innovator, reveals a growing openness among Japanese consumers to cultured eel as a sustainable and affordable alternative to dwindling wild populations.

The survey, conducted in January 2025 with 2,000 respondents, highlights the potential for cultured eel to address the increasing demand, particularly in Japan, which consumes nearly half of the world's freshwater eel supply.

Photo: Forsea Fodds Ltd.

The survey revealed a significant level of awareness of cell-based products, with 35% of respondents familiar with cultured seafood and willing to try cultured eel. A quarter of those surveyed expressed a willingness to try it regardless of price, while others indicated price sensitivity.

Eel's Enduring Appeal and Growing Concerns

Eel (unagi), a staple of Japanese cuisine, holds iconic status. Despite its cultural significance and a market valued at up to USD 10 billion, high prices and environmental concerns limit consumption. Previous research by Forsea (August 2024) indicated that nearly a quarter of respondents avoid eel due to cost, while over a third are concerned about the ecological impact of overfishing. Despite these challenges, over half of respondents consume eel at least annually, with 10% enjoying it regularly, and 50% willing to pay a premium for high-quality eel.

Photo: Forsea Fodds Ltd.

Cultured Seafood: A Promising Solution

The recent survey also explored motivations for interest in cultured seafood. Nearly a third of respondents cited health concerns, believing cell-based options to be more nutritious and safer due to the absence of heavy metals and contaminants. Sustainability was a key driver for another third, while over a quarter were intrigued by the technology itself. Almost 40% believe cultured seafood can address overfishing and promote ocean conservation. Taste and price were identified as crucial factors for consumer acceptance.

"These results are encouraging, demonstrating a readiness among Japanese consumers to explore innovative food options," says Roee Nir, co-founder and CEO of Forsea. "Our research has identified several potential consumer segments, from environmentally conscious young adults to health-focused individuals and tech-savvy consumers seeking novel experiences."

Forsea's Innovative Approach

Forsea utilizes organoid technology, creating an environment that allows fish cells to naturally form three-dimensional tissue structures of fat and muscle, mimicking natural growth with minimal reliance on growth factors. This results in cultured eel that is nearly identical in flavor, texture, and nutritional value to wild eel, while significantly reducing environmental impact and resource requirements.

"Our cultured eel has generated considerable interest, especially among Japanese food manufacturers," adds Nir. "As regulatory pathways for cell-cultivated products progress in Japan, and with our organoid platform demonstrating scalability and cost-effectiveness, we are well-positioned for commercial production."

Photo: Forsea Fodds Ltd. | Cultivated seafood start-up Forsea Foods Ltd. has put its cell-cultivated freshwater eel unagi creation to the taste test at the chic Tel-Aviv restaurant “a” and welcomed an intimate gathering of 40 guests.(Credit: Forsea Foods Ltd.)

Forsea also addresses affordability. "A substantial market segment is priced out of the eel market due to rarity and cost. This represents a significant untapped opportunity," Nir explains.

These findings align with previous research, such as the Cellular Agriculture Institute of the Commons (CAIC) survey, which also indicated growing awareness and a willingness to try cell-based foods among Japanese consumers.

"Our survey highlights the cultural importance of eel in Japan and a growing appetite for sustainable alternatives," concludes Nir. "By emphasizing the preference for domestic products, Forsea is uniquely positioned to redefine the eel market, offering a compelling combination of tradition, sustainability, and innovation."

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