Australian consumers signal support for in-ovo sexing, survey finds
Majority willing to pay premium to avoid chick culling
2 October 2025
1 minute read
By: A recent consumer survey commissioned by Innovate Animal Ag suggests strong demand among Australians for eggs produced via in-ovo sexing, potentially opening a new ethical premium segment in the market, according to a press release from the non-profit organisation.
The Ipsos-conducted poll (August 7–10, 2025) asked 1,000 Australians responsible for at least half of their household grocery shopping about their views on in-ovo sexing.
The results show:
- 84% of respondents said they would consider buying in-ovo sexed eggs, with 44% “very” or “extremely” interested
- 66% were willing to pay more to avoid chick culling, averaging A$0.93 extra per dozen (over 7 cents per egg)
- 48% said they might switch egg brands for in-ovo sexed products; 19% said they were “very likely” to switch
- Only 20% were aware of chick culling prior to the survey—a higher rate than in the US or Brazil
Innovate Animal Ag notes that while willingness-to-pay data is not a perfect predictor of real purchase behaviour, the premium consumers cite is considerably higher than the estimated cost of implementing in-ovo sexing at scale.
The organisation argues that these findings strengthen the business case for Australian egg producers to adopt in-ovo sexing, especially as consumer awareness and demand for ethical production methods grow.
