As global temperatures climb, New Zealand's dairy farmers are grappling with a pressing issue: keeping cows cool enough to sustain productivity. Heat stress not only reduces milk output but also harms animal welfare and diminishes the environmental efficiency of dairy farming. For a nation whose economy heavily depends on dairy exports, the stakes are high.
Exploring Gene Editing in Dairy
In recent years, scientists have investigated whether gene editing can produce dairy cattle that are more resilient to warmer climates while emitting less methane. There is also potential for dairy products with added benefits, such as being allergy-free. However, regardless of the scientific promise, consumer acceptance remains a critical hurdle. Would shoppers actually purchase gene-edited milk?
Our recently published study indicates they might, especially if the products offer clear personal advantages and are priced competitively.
What We Asked Consumers
Gene editing allows specific modifications to an organism's DNA, promoting desirable traits or removing undesirable ones without necessarily introducing new genetic material. This distinguishes it from traditional genetic modification (GM) and is viewed by some researchers as a more precise approach that may be more acceptable to consumers.
To gauge public sentiment, we surveyed nearly 1,100 New Zealand consumers. Instead of simply asking whether they supported the technology, we explored the trade-offs they might consider in real purchasing scenarios. In a choice experiment mimicking supermarket shopping, participants selected between conventional milk, organic milk, and three types of gene-edited milk: a standard version, an allergy-free version designed for better digestibility, and a version with a “COVID-protection” feature based on research into milk carrying protective antibodies.
Since gene-edited cows are not yet commercially available, participants evaluated hypothetical products and price points reflecting future supermarket choices. They received information about gene editing and “climate-smart” milk before repeatedly choosing their most and least preferred options across various shopping scenarios. This approach allowed us to examine not just attitudes but how consumers weigh price, familiarity, and potential benefits.
Price and Benefits Matter Most
Overall, conventional milk was the most preferred option, which was expected. Consumers often trust familiar foods over unfamiliar technologies, especially for regularly consumed products. However, the study also revealed that resistance to gene-edited milk is neither fixed nor particularly high. When offered at a lower price than conventional milk, acceptance increased significantly.
Acceptance also improved when the milk provided clear, easy-to-understand consumer benefits. Among the gene-edited products tested, allergy-free milk was the most popular. This suggests that consumers may be more open to food technologies when they can clearly see personal benefits. Branding a product as allergy-free is tangible and simple to grasp, whereas broader environmental or technical claims can seem abstract or uncertain.
While some consumers found the COVID-protection milk appealing, others were skeptical or fatigued by pandemic-related messaging. Compared to allergy-free milk, the health benefit was more complex and potentially harder to understand.
A Pathway to Acceptance?
As climate pressures mount, food systems worldwide may face difficult trade-offs between sustainability, affordability, and productivity. Technologies like gene editing may become more attractive, offering faster and more targeted solutions than conventional breeding. Our findings suggest a pathway toward greater consumer openness, particularly when innovations deliver direct and meaningful benefits rather than vague promises of future sustainability.
At the same time, consumers still value familiarity and simplicity. Traditional products hold a strong advantage, and price remains a major factor in purchasing decisions. Gene-edited foods may succeed not by replacing conventional foods overnight but by gradually earning consumer trust through clear benefits, affordability, and transparent messaging from producers. For all the cutting-edge science involved, the future of these innovations ultimately depends on how well consumers believe they fit into their everyday lives.
