New market research finds US consumer interest in pork from gene-edited pigs
Consumers favor responsibly reducing the need for antibiotics
14 January 2026
2 minute read
By: 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 Staci Covkin, Circana Principal of Innovation, Consumer & Shopper Insights.
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.”
When directly asked if U.S. consumers would avoid pork produced this way, fewer than 6% of respondents indicated they would be less likely to purchase this pork.
Results affirmed by additional research
The findings of Circana’s research closely aligned with research completed by the Center for Food Integrity (CFI) and 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
Similarly, CFI and FMI’s research identified that heavy pork consumers, females, healthy meat consumers and boomers indicated an above average likelihood of pork from gene-edited pigs.
Per CFI, “results show that PRRS-resistant pork can be positioned as a widely accepted gene-edited product.”
While PRRS-resistant pigs are not yet for sale in the U.S., research like Circana’s and CFI and FMI’s helps to illustrate that consumers are open to technology when it delivers direct benefits to them and to our shared food system.
“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.”
As familiarity of gene editing has grown over the last three years, so has acceptance of gene editing. In fact, familiarity has increased from 37% to 57% from December 2024 to November 2025.
Consumers continue to evolve on this topic, and PIC is committed to continuing to understand their needs and perspectives.
References:
1 Circana Research Summary, commissioned by PIC. “Gene Editing Consumer & Shopper Insights,” November 2025.
2 The Center For Food Integrity. “The Potential of Gene Editing.” November 2025. https://app-na1.hubspotdocuments.com/documents/20661110/view/1522204506?accessId=a980d7
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