New comprehensive consumer research finds growing support and familiarity
Hendersonville, TN, January 5, 2025—New research from Circana, commissioned by PIC, found that U.S. consumers clearly indicate that responsibly reducing the need for antibiotics is a major motivator to 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.
“Circana has conducted research on this topic for more than three years, consistently finding that gene-edited pork scores in the upper quintiles, which indicates average to above average purchase likelihood,” said Staci Covkin, Circana Principal of Innovation, Consumer & Shopper Insights.
Additional Highlights of the Research:
- Responsibly reducing the need for antibiotics is the top motivator to purchase gene-edited pork
- 94% of consumers indicated they are open to purchasing pork from gene-edited pigs
- 70% of consumers expressed a desire for greater transparency across all pork production, indicating that pork should always include additional information on the package
- 57% of Americans indicate they are familiar with gene editing, compared to 37% in December 2024
High Degree of Accuracy
“Circana Concept Testing has a 90%+ accuracy rate on 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. Outside of the U.S., gene-edited pork received an above average purchase likelihood, and consumers identified that responsibly reducing the need for antibiotics would be the top benefit motivating their purchase in each geography tested.
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
