New consumer research finds Canadians value benefits of gene editing
Hendersonville, TN, January 5, 2025—New consumer research from Circana, commissioned by PIC, found that there is an above average likelihood that Canadian consumers will purchase pork from gene-edited pigs.
The research was conducted in fall 2025 and polled more than 5,000 pork consumers from eight key countries, representative across genders and ages 18 to 70.
“Per the research, consumers clearly indicated that responsibly reducing the need for antibiotics is a major motivator to purchase this pork,” said Staci Covkin, Circana Principal of Innovation, Consumer & Shopper Insights.
Additional Highlights of the Research:
- There is above average likelihood that Canadian consumers will purchase pork from gene-edited pigs
- 90% of consumers indicated they are open to purchasing pork from gene-edited pigs
- Responsibly reducing the need for antibiotics ranked as the top motivator for purchase
- 67% of consumers expressed a desire for greater transparency across all pork production, indicating that pork should always include additional information on the package
- 42% of Canadians indicate they are familiar with gene editing
High Degree of Accuracy
“Circana Concept Testing has a 90%+ accuracy rateon in-market retail, category, brand, and consumer behavior predictions,” says 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, using Circana’s point of sale data that measures how products are actually performing in market.”
This eight-country study, with more than 600 respondents per country, is Circana’s largest and most comprehensive research to date. Across all regions, consumers identified that responsibly reducing the need for antibiotics would be the top benefit motivating their purchase, indicating average or above average purchase likelihoods, as compared to more than 6,000 products tested by Circana.
Findings Reaffirmed by Independent Research
The findings of this new research closely align with recent research from The Center for Food Integrity (CFI) and the Food Industry Association (FMI), which also found that pork from gene-edited pigs performed above benchmark norms for purchase likelihood and that the strongest acceptance is driven by reduced antibiotic use.2
“Gene editing offers incredible promise, but success depends on connecting with consumers and delivering benefits that align with their values,” said Charlie Arnot, CEO of The Center for Food Integrity. “Consumers are much more open to gene-edited products when the benefits are clear, personal and values-based.”
See a summary of the research and find more information at PRRSResistantPig.com.
About PIC
PIC (Pig Improvement Company) is the global leader in swine genetics. PIC provides genetically superior breeding stock to pig producers and supports them with technical services to help them realize genetic potential. PIC is a subsidiary of Genus, a UK-based company with a vision to pioneer animal genetic improvement to help nourish the world.
Sources:
- Circana Research Summary, commissioned by PIC. “Gene Editing Consumer & Shopper Insights,” November 2025.
- The Center For Food Integrity. “The Potential of Gene Editing,” November 2025. https://app-na1.hubspotdocuments.com/documents/20661110/view/1522204506?accessId=a980d7
Media contact: Marisa Pooley
marisa.pooley@genusplc.com
