Japanese consumers show strong interest in cultured eel, Forsea survey finds

A new survey conducted by Forsea, a cultivated seafood company, reveals growing openness among Japanese consumers to cultured eel, with 25% of respondents expressing eagerness to try it regardless of price. The findings suggest that cell-cultured eel could provide a sustainable and accessible alternative to the traditional delicacy, which has become increasingly scarce and expensive due to overfishing and declining wild populations.

Japan consumes nearly half of the world’s freshwater eel supply, valued at up to US$10 billion, yet rising costs have led many consumers to limit their intake. In a previous survey, 23% of respondents admitted they loved eel but refrained from purchasing it due to its high price, while over one-third voiced concerns about the environmental impact of overfishing. The latest survey, conducted online in January 2025 among 2,000 Japanese consumers, highlights a growing awareness of cell-based seafood, with 35% indicating familiarity and willingness to try cultured eel.

Freshwater eel (Anguilla japonica), known as unagi, holds a prestigious place in Japanese cuisine and is traditionally enjoyed grilled in a sweet soy-based glaze. The survey revealed that more than 50% of respondents consume eel at least once per year, with 10% enjoying it regularly and others reserving it for special occasions. Despite the demand, the high cost and ecological concerns have deterred many consumers. However, 50% of respondents expressed a willingness to pay premium prices for a high-quality alternative, suggesting strong potential for cultivated eel in the Japanese market.

Forsea’s organoid technology offers a scalable, resource-efficient solution for producing cultivated eel meat, closely mimicking the taste, texture, and nutritional profile of wild eel while requiring fewer inputs and placing less strain on aquatic ecosystems.

The survey identified several key factors motivating interest in cell-based seafood. Nearly one-third of respondents cited health benefits, noting that cultivated seafood lacks heavy metals and contaminants often found in wild-caught fish. Another one-third highlighted sustainability, recognizing cell-cultured seafood as a solution to overfishing and ocean conservation. Additionally, 26% were intrigued by the technology itself, seeing it as an exciting food innovation.

“The results of this survey are highly encouraging, indicating that Japanese consumers are increasingly open to new food technologies,” said Roee Nir, Co-founder & CEO of Forsea. “Having analyzed the market, we’ve identified key consumer segments, including environmentally conscious young adults, health-focused homemakers, vegetarian-minded students, and tech-savvy business professionals looking for novel dining experiences.”

Forsea’s cultivated eel has already gained interest from major Japanese food manufacturers, signaling momentum for commercialization. The company’s organoid technology creates natural fat and muscle structures, closely replicating wild eel meat without the need for excessive growth factors, improving cost efficiency and scalability.

“Our cultured eel has received significant traction in the global food scene, particularly in Japan,” added Nir. “With regulatory approvals progressing and our organoid platform proving its scalability and cost-effectiveness, we are preparing for commercial production.”

Forsea also aims to address affordability concerns. While many consumers love eel, rising prices have made it a luxury. “There is a sizable market of consumers who would love to enjoy eel but cannot afford it. This is an untapped opportunity that we can address with cultivated seafood,” Nir noted.

A previous survey conducted by the Cellular Agriculture Institute of the Commons (CAIC) found similar consumer sentiment. According to CAIC Board Chairman Keisuke Igarashi, “Awareness of cell-based foods is increasing in Japan. We found that consumers with greater knowledge about the technology are more likely to try it, with nearly one-third willing to pay more than for traditional meat. Hesitancy remains, but factors like taste, affordability, and the ability to prevent food shortages are key to driving consumer acceptance.”

The survey’s findings indicate strong potential for cultivated seafood to gain traction in Japan, especially given consumer preferences for domestic products. “Our survey underscores the cultural significance of eel in Japan while revealing a growing appetite for sustainable and innovative alternatives,” Nir concluded. “By leveraging these trends, Forsea is uniquely positioned to redefine the eel market through a perfect blend of tradition, sustainability, and innovation.”

(Main image courtesy of Liran Maimon)