New consumer research from The Center for Food Integrity (CFI) and FMI – The Food Industry Association provides details on how consumers perceive gene editing in food and agriculture and what drives their willingness to buy.
The research, “Consumer Acceptance of Gene-Edited Foods,” found that consumers are much more open to gene-edited products when the benefits are clear, personal and values-based.
When informed about the purpose and process of gene editing, purchase intent rose across all categories tested – pork, eggs, tomatoes and bananas.
“This research gives the food industry an evidence-based roadmap for how to communicate about emerging food technologies,” said David Fikes, executive director of the FMI Foundation.
“Consumers want innovation that makes food safer, healthier and more sustainable, but they also want honesty, transparency and shared values behind that innovation.”
Key findings:
- Context drives comfort. When gene editing was introduced clearly and transparently, acceptance increased across the board, with pork and tomatoes performing above benchmark norms for purchase likelihood.
- Believability rises with benefits.
- Pork: Strongest acceptance is driven by reduced antibiotic use and healthier animals.
- Eggs: Consumers valued stable prices and reliable supply amid disease outbreaks.
- Tomatoes: Highest perceived value is tied to health benefits such as maintaining healthy blood pressure.
- Bananas: Reduced food waste and longer shelf life resonate as practical, planet-friendly benefits.
- Trust requires transparency. More than 70 percent of consumers said they were satisfied with the information provided, which included benefits and the use of gene editing.
- Safety signals. Across all products, FDA approval provided important reassurance, confirming the product is safe and effective.
- Healthy and mainstream consumers showed high levels of acceptance. Both groups showed openness to gene-edited foods that aligned with their priorities – improved health, reduced waste and animal well-being.
“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. “When the food system leads with transparency and shared values, innovation like this can strengthen trust.”
The study, conducted by Circana, surveyed U.S. consumers ages 18-70 through an online predictive research platform that assessed purchase likelihood, believability and willingness to pay. Data was collected in August from consumers of pork, eggs, tomatoes and bananas.
A summary of key research findings is available here.
About CFI
The Center for Food Integrity (CFI) is a partner and resource for building trust across the food and agriculture value chain. Using research, actionable consumer insights and trend analysis, CFI helps organizations engage with authenticity, transparency and relevance.
About FMI
As the food industry association, FMI works with and on behalf of the entire industry to advance a safer, healthier and more efficient consumer food supply chain. FMI brings together members across the value chain, from retailers and producers to suppliers and service providers to amplify the collective work of the food industry.