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Market research: Consumers want clear labelling even for “New Genetic Engineering“ in food
Prof Dr Holger Buxel at the Non-GMO Summit 2026, Photo: Nina Werth
These were the findings of the new market research study “The use of new genetic engineering (NGT) in food: Consumer acceptance and labelling expectations“, which Prof Dr Holger Buxel presented for the first time at the Non-GMO Summit 2026 in Frankfurt. The market research expert from Münster University of Applied Sciences had carried out the wide-ranging, representative study with 1,057 respondents in April 2026, shortly before the passing of the new EU regulations on NGT in June, on behalf of VLOG.
The study also showed that most participants were not yet aware of the impending new regulations for NGT and their implications at that time. This is likely to have changed somewhat as a result of the extensive media coverage of the final confirmation of the EU’s deregulation of genetic engineering in June 2026. Many news reports and commentaries focused on the widespread abolition of the legal requirement for GMO labelling of NGT foodstuffs.
“At the latest when, from 2028, consumers can no longer be sure whether bread, beer, bananas or baby food were produced with or without genetic engineering, awareness of the issue could increase significantly. As a result, the relevance of the ‘Ohne GenTechnik’ (Non-GMO) seal is likely to increase even further for consumers, manufacturers and retailers,” said VLOG Managing Director Alexander Hissting.
Key findings from the market research study
- Most consumers prefer products produced without the use of NGT and want food to be clearly labelled to indicate whether it was produced with or without the use of NGT. They hold retailers and manufacturers responsible for this labelling.
- The use of NGT in food, or the absence of labelling confirming that no NGT has been used, can have a direct impact on consumers’ willingness to buy and pay. A lack of transparency triggers uncertainty, which can lead to demand shifting more strongly towards “Ohne Gentechnik“ and organic food.
- The use of NGT in food production would pose a marketing risk, as it is incompatible with product positioning such as “high quality“ or “natural ingredients“.
- The “Ohne GenTechnik“ seal is also very well suited to labelling products that have been produced without the use of NGT. Consumers expect “Ohne GenTechnik“ to also mean “No NGT“.
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