Consumers are far more open to gene-edited foods when the benefits are personal, values-driven and clearly explained, according to recent research from The Center for Food Integrity (CFI) and FMI – The Food Industry Association.
“People like the idea that we’re going to use fewer antibiotics in animal agriculture, they like the idea that fewer animals are going to be sick and fewer animals are going to suffer” and “those benefits obviously carried enough weight with consumers that they said, we support this,” [Charli Arnot] explained.
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For [Consumer Packaged Goods] brands, the research highlights the importance of leading with benefits rather than technology. Shoppers respond to clear value like less waste, better nutrition, stable prices or healthier animals. As Arnot said, consumers “focus on what the technology can do” in addition to “the benefits that it will deliver.”
