As consumers increasingly speak out on this issue, companies that adopt in-ovo sexing will improve brand positioning and reputation, while minimizing potential fallout from bad press and/or undercover investigations into food business suppliers and environmental impact. And, as mentioned above, it will save food businesses a significant amount of money in the long term, too.
A June 2020 report published in the American Journal of Agricultural Economics states, “Findings show that chick culling is widely disapproved and that maintaining the current practice is considered the worst alternative for the majority of respondents (89%), whereas in-ovo gender determination (in-ovo sexing) is preferred.”
Researchers have also found “a low price sensitivity and high WTP (willingness to pay) for in-ovo screening alternatives for 69% of respondents.”