New market research finds U.S. consumer interest in pork from gene-edited pigs

What do consumers really think about purchasing pork from gene-edited pigs? 

It’s an important question, and one that Circana—a global leader in consumer behavior insights—has spent years researching, polling more than 8,000 consumers across numerous studies to find an answer.   

“Circana has conducted research on this topic for more than two-and-a-half years, consistently finding that gene-edited pork scores in the upper quintiles when consumers are introduced to the concept and its benefits, which indicates that consumers are motivated to buy pork from gene-edited pigs,” said Staci Covkin, Circana Principal of Innovation, Consumer & Shopper Insights.

Circana’s most recent research, commissioned by PIC, surveyed more than 5,000 consumers across eight countries, ages 18 to 70. 

“This eight-country study is one of the largest global studies ever conducted by Circana, and reinforces PIC’s commitment to understanding the consumer,” said Covkin.

Consumers favor responsibly reducing the need for antibiotics 

Among U.S. consumers, responsibly reducing the need for antibiotics is a primary motivator for purchasing pork produced this way. In fact, heavy pork consumers, females, healthy meat consumers and boomers indicated an above average purchase likelihood of pork from gene-edited pigs. 

“Circana Concept Testing has a 90%+ accuracy rate on in-market retail, category, brand and consumer behavior predictions,” said Covkin. “Circana has conducted thousands of concept tests for major consumer packaged goods and general merchandise manufacturers over the past 10 years and has validated numerous successes across many different categories.”