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CASE STUDY
Eight-country global study shows consumers are open to buying gene-edited pork
Snapshot
SOLUTION AREA
Innovation
SOLUTION
Concept Testing
INDUSTRIES
Food and Beverage
CLIENT
Manufacturer
The Challenge
Pig Improvement Company (PIC) is among the first to receive FDA approval to use gene editing in U.S. commercial livestock.
To guide its understanding of consumer acceptance, PIC partnered with Circana to test five message concepts across 5,000 consumers in eight countries (U.S., Canada, Mexico, Brazil, Japan, China, Colombia, Dominican Republic).
Objective: Identify which messages best motivate purchase and deliver the highest believability.
Insight
Reducing the need for antibiotics is the top motivator for purchasing gene‑edited pork.
All eight countries showed average to above‑average purchase likelihood relative to global norms.
Two-thirds of consumers expect clear labeling on how pork was bred, produced, and raised — regardless of whether gene editing was used.
In the majority of the countries, purchase likelihood is highest among females, heavy pork buyers, and health‑focused consumers.
The Results
Consumers showed the highest likelihood of purchasing pork from PRRS‑resistant pigs when messaging focused on safety, specifically the reduced need for antibiotics. This benefit is perceived as “safer, more humane, and more reliable.”
Overall, the study demonstrates that consumers are increasingly open to gene‑edited products when the benefits are simple, clear, and aligned with their values.
Messaging is being shared globally to promote this production practice and increase animal welfare
