Summary of the prediction
Friedberg relays a Merck executive’s claim that fetal bovine serum (FBS) sales for cellular‑meat production would:
- Rise to about $1B/year, then
- Drop rapidly to near zero,
- Because cellular‑meat companies would be unable to make money at the required cost structure, causing that use case (cultivated meat using FBS) to collapse.
As of late 2025, the available evidence does not let us clearly confirm or falsify that scenario.
1. We don’t have segment‑level data for FBS used in cultivated meat
Public data describe the overall FBS market (primarily research, biopharma, and vaccines), not a separate line for cultivated‑meat customers. Recent market reports put the entire global FBS market at roughly US$1B in 2024, with modest growth projected through the 2020s rather than a collapse. (businessresearchinsights.com)
Because these figures aggregate all uses, they don’t tell us whether cultivated meat specifically ever drove ~$1B/year of FBS demand or subsequently fell toward zero. That key numerical part of the prediction cannot be tested with current public data.
2. The cultivated‑meat sector has not collapsed; it is small, stressed, but still growing
The global cultured‑meat market is estimated at about US$336.8M in 2024, with forecasts to exceed US$3.2B by 2033, and analysts count 170+ companies and ~20+ production sites worldwide, alongside expanding regulatory approvals in the US, Singapore, Israel, and Australia. (globenewswire.com) This indicates an industry that is still in an early, high‑uncertainty phase but not one that has clearly collapsed.
At the same time, the sector faces major headwinds:
- High production costs (often $50–100/lb vs. $4–6/lb for conventional meat) with growth media a dominant cost driver. (suscof.com)
- Sharp declines in venture funding and layoffs at leading firms like UPSIDE Foods, as well as cancelled or delayed plants. (wired.com)
- Political and regulatory pushback, including state‑level bans on cultivated meat in Florida, Alabama, Texas, and others. (apnews.com)
These issues support the spirit of the prediction that the economics and politics are very challenging, but they do not yet demonstrate that the industry has definitively failed.
3. Companies are moving off FBS rather than simply buying $1B then going to zero
Even before 2023, leading cultivated‑meat firms were already working to eliminate FBS entirely for cost and ethical reasons. For example, Mosa Meat announced in 2020 that it had removed FBS from its media and cut the cost of its animal‑free medium by 88×. (cell.ag) Since then, there has been rapid innovation in serum‑free or animal‑free growth media:
- Multus (UK) opened what it calls the first commercial‑scale facility for serum‑free growth media in early 2024. (cultivatedmeats.org)
- Simple Planet (South Korea) and others have unveiled serum‑free, food‑grade media that claim up to 99.8% cost reduction vs. conventional FBS‑containing media, with global launches planned from 2025 onward. (newtechfoods.com)
- Multiple startups (e.g., BiOM Farms) explicitly focus on animal‑free media to replace FBS, citing its cost, variability, and ethical issues. (proteinproductiontechnology.com)
- Academic work continues to develop serum‑free and reduced‑serum formulations for cultivated meat, motivated by both cost and environmental concerns. (sciencedirect.com)
This trend suggests that rather than a future in which cultivated‑meat companies collectively buy ~$1B/year of FBS and then abruptly stop because the business fails, the more likely path is progressive substitution of FBS with cheaper, serum‑free alternatives as part of an effort to make the business model work.
4. Why the prediction is “inconclusive” rather than clearly right or wrong
To call the prediction right, we would need evidence that:
- FBS sales to cultivated‑meat producers rose to around $1B/year, and
- Then rapidly fell toward zero,
- Specifically because cultivated‑meat companies proved unable to build a viable business at the required cost structure.
So far:
- We lack data on FBS sales broken out by the cultivated‑meat segment, so we cannot verify the $1B‑then‑zero pattern. Available data only show that the overall FBS market is roughly $1B and still growing modestly. (businessresearchinsights.com)
- The cultivated‑meat sector is clearly under financial and political pressure, but it is still attracting investment, gaining regulatory approvals, building new facilities, and working aggressively on cost reductions, including serum‑free media. (wired.com) It has not obviously failed or disappeared yet.
- The timeframe of the prediction appears longer‑term; we are only ~2.5 years past the podcast episode, and large industry boom‑and‑bust dynamics for a new technology often play out over a decade or more.
To call it wrong already, we would need strong reasons to believe that such a boom‑and‑bust in FBS demand for cultured meat will never materialize. While current trends (rapid shift to serum‑free media and a total FBS market only around $1B across all uses) make the literal “$1B of FBS just for cell meat, then zero” scenario look unlikely, it is still speculative to rule it out definitively at this early stage.
Because:
- Key quantitative elements (the FBS revenue path in this specific use) are unmeasurable with current public data, and
- The underlying industry is still evolving and has neither clearly succeeded nor clearly failed,
the fairest assessment today is that the prediction’s outcome is not yet knowable.
Conclusion: the prediction remains inconclusive as of November 30, 2025; there is not enough observable, segment‑specific or long‑term evidence to judge it clearly right or wrong.