B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
13%
13% -- willingness to pay discount for UK consumers (functional GM bread) (2026)
UK consumers would require a mean monetary discount of 13% on functional GM bread compared to standard bread.
- Calculated for parity with standard bread
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
13%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
AgBioForum (Ison & Kontoleon, University of Cambridge)
Primary
Tier A
https://agbioforum.org/consumer-preferences-for-functional-gm-foods-in-the-uk-a-choice-experiment/ ↗
Source Article
AgBioForum
Original Research
AgBioForum (Ison & Kontoleon, University of Cambridge)
· Original study ↗
Methodology
Choice experiment with multinomial logit and random parameter logit modelling
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
UK consumers (functional GM bread): 13% willingness to pay discount. Source: AgBioForum (Ison & Kontoleon, University of Cambridge) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gm-bread-discount-required-uk
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<blockquote cite="https://lighthousedata.io/data/gm-bread-discount-required-uk" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>13%</strong> -- willingness to pay discount for UK consumers (functional GM bread)<br><small>Source: AgBioForum (Ison & Kontoleon, University of Cambridge) (2026) · <a href="https://lighthousedata.io/data/gm-bread-discount-required-uk" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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