Market potential
Research at UGent reveals that consumers are willing to pay more for GMOs with health benefits, with premiums ranging from 20% to 70%. This differs from GMOs with farmer benefits, which are only accepted by consumers when they are offered at a discount.
Especially in regions, such as China and Brazil -- which are considered as key target markets for these nutritionally improved crops -- , where a large part of the population suffers from nutrient deficiencies, the potential market share of these GMOs is high.