Consumer demand for product transparency has surged in recent years, largely fueled by a desire for healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to enhance their product packaging with various label claims, an unexpected issue has arisen: shopper confusion. Data from Label Insight reveals that 67% of consumers struggle to determine whether a product meets their needs solely by examining its packaging. Nearly half of shoppers report feeling uninformed after reading product labels. Recent findings from the University of Florida further highlight the confusion surrounding the meanings of non-GMO and organic food labels.
To comply with the U.S. Department of Agriculture’s (USDA) organic standards, the use of GMOs in food products is prohibited. The USDA defines that “farmers and processors must demonstrate they are not using GMOs and that they are safeguarding their products from contact with prohibited substances from farm to table.” This means that all organic foods are inherently non-GMO, but not all non-GMO products are organic.
Interestingly, consumers are willing to pay a premium for packaged products like granola bars that carry the Non-GMO Project Verified seal, even more so than for the same product labeled as “organic.” This misconception appears to favor consumer packaged goods (CPG) manufacturers that invest in non-GMO labeling without the additional step of obtaining organic certification. However, this misunderstanding among consumers could harm food producers who are committed to achieving organic certification, as many do not see it as justifying a higher price—except in the case of fresh produce.
Fresh produce has traditionally been the entry point for consumers exploring organic foods, largely because the benefits in the produce aisle are easier to grasp. The Organic Trade Association notes that shoppers can physically engage with fruits and vegetables, making a tangible connection between a carrot grown in clean, healthy soil and its consumption. In contrast, CPG products face a much steeper challenge in conveying the significance of “organic” and justifying their higher costs. A recent Mintel study found that the primary barriers to purchasing organic foods are price and skepticism regarding authenticity. In fact, 62% of Americans indicated they would buy more organic products if they were more affordable.
The organic sector could improve its standing with consumers by making products more accessible and finding concrete ways to demonstrate that their claims of organic foods being fresher and healthier are valid. Ultimately, there is a clear need for more education to help consumers understand product label definitions and their meanings. Many might be pleasantly surprised to discover that all certified organic products are also non-GMO.
For instance, when exploring options for dietary supplements, some consumers reference gnc calcium citrate reviews, indicating a growing trend of seeking transparency and quality in all products, including vitamins. This mirrors the broader demand for clear labeling across food categories, highlighting the importance of informed consumer choices.