Eel appeal: Japanese consumers willing to try cultured eel

A recent survey conducted by cultured seafood innovator Forsea reveals an openness among Japanese consumers towards eel alternatives — with 35% of respondents expressing a willingness to try cultured versions.

Eel enjoys iconic status in Japanese cuisine. Freshwater eel (Anguilla japonica), known as unagi, is traditionally grilled in a sweet soy-based glaze and served over rice.

Japan consumes 50% of the world’s eel supply, which is valued at up to US$10 billion; however, rising prices mean that Japanese people can’t enjoy it as much as they’d like to. In a previous survey conducted in August, nearly one-quarter (23%) of those surveyed admitted that they “love eel” but refrain from purchasing it due to its steep price tag. Over a third expressed concerns over the ecological impact of overfishing of freshwater eel, which has rendered it an endangered species.

More than 50% noted that they consume eel at least once per year. 10% enjoy it regularly while others allow themselves to indulge on special occasions. 50% of the respondents also expressed that they were willing to pay premium prices for a high-quality product.

In response to the dwindling populations of wild, freshwater eel, and the subsequent skyrocketing prices, Forsea developed its cultured iteration of the delicacy. The cultivated eel meat is designed to help bridge the growing gaps in demand, particularly in Japan.

In the online nationwide survey, conducted in January 2025 among 2000 respondents evenly distributed by gender and age, results revealed an emerging awareness among Japanese consumers of cell-based products, with 35% of respondents affirming familiarity of some level with cultured seafood and a willingness to try cultured eel. A quarter of the respondents expressed eagerness to try it irrespective of price, while the rest set various limits on what they were willing to spend.

A future for cultured seafood

The latest survey highlighted certain factors motivating interest in cultivated seafood: nearly a third of the respondents cited health reasons, believing cell-based seafood to be a highly nutritious safer option, given its absence of heavy metals and contaminants. One in three were drawn to its sustainability attributes. Over a quarter (26%) were intrigued by the technology behind cultured food.

Almost 40% of the respondents agreed that cell-cultured seafood could potentially solve the problem of overfishing and support ocean conservation. Taste and price were cited as the key considerations of cultured seafood.

“The results of this survey were encouraging, as it indicates a readiness among Japanese consumers to explore innovative food options,” said Roee Nir, co-founder and CEO of Forsea. “Having scoured the market, we also discovered consumer types who are potential customers for our product, from the environmentally conscious young adult to the health-conscious homemaker, to the vegetarian-minded student or the tech-savvy businessperson seeking new experiences.”

Unique to its culturing methods is Forsea’s organoid technology. This involves creating an environment that enables fish cells to naturally assemble into three-dimensional tissue structures composed of fat and muscle, similar to how they grow in their natural habitat, and with minimal reliance on growth factors. The resulting Forsea cuts are claimed to be almost identical in flavour, texture and nutritional value to eel meat.

“Our cultured eel has received a lot of positive traction on the global food scene, particularly among Japanese food manufacturers,” Nir added. “As cell-cultivated alternatives makes progress in attaining regulatory approval in Japan and following our organoid platform’s recent demonstration of its exceptional capacity for scaling and cost effectiveness, the stage is set for commercial production.”

Forsea’s offering also addresses affordability concerns. Nir said, “There is a sizable market of consumers who are compelled to forgo eel enjoyment due to its rarity and high cost. This is an untapped market that we can capture.”

Image caption: Forsea’s cultured eel. Image credit: Anatoly Michaello