If a consumer is concerned about GMOs in their food, they should look for the Non-GMO Project’s butterfly logo. This certification is awarded to products that adhere to a rigorous set of regulations ensuring the absence of genetically modified or bioengineered ingredients. Many items that are not mandated by federal law to label bioengineered ingredients cannot receive Non-GMO Project verification. This study compiles SPINS point-of-sale data from both natural and multi-outlet stores for the 104-week period ending December 26, 2021. Overall, the presence of the Non-GMO Project butterfly significantly boosted sales growth.
In terms of dollar amounts, Non-GMO Project Verified frozen plant-based meats, as well as frozen and refrigerated meat, poultry, and seafood, along with refrigerated eggs, experienced greater growth in offerings with the butterfly compared to those that merely labeled themselves as non-GMO. For instance, frozen and refrigerated meat, poultry, and seafood products with the butterfly saw a remarkable 52.5% growth in sales, while products simply branded as non-GMO achieved a 40.5% increase, and those without non-GMO labels grew by 22.2%. However, these results should be interpreted with caution. Growth is still occurring in products that do not position themselves as non-GMO.
Given that over 90% of U.S. corn and soybeans are produced using genetically modified varieties, as reported by the USDA, many existing products cannot qualify for Non-GMO Project verification. During the discussions surrounding GMO labeling laws, it was estimated that 75% of grocery store products qualified as GMO. The current breakdown may have changed, as more consumers are focusing on product labels and certifications. Large brands utilizing GMO ingredients likely experienced significant sales increases over the past two years, especially during the early days of the COVID-19 pandemic, although the growth percentage may not have matched that of smaller Non-GMO Project Verified products.
The study indicates that the Non-GMO Project Verified label is effective. At the start of the year, when the requirement for labeling foods made with bioengineered ingredients came into effect, researchers from Cornell University published a study demonstrating the impact of the butterfly seal. They investigated how mandatory GMO labeling influenced consumer purchases by examining Vermont, which had briefly implemented a state-specific labeling law. They found that mandatory labeling did not have a significant effect on purchases, but prominent discussions regarding GMO products led to increased sales of Non-GMO Project Verified items.
For brands aiming to capture consumer interest, the study suggests that a Non-GMO Project Verified seal may be beneficial. While the butterfly appears to perform better than the USDA Organic seal, this could be attributed to consumer confusion regarding the meaning of organic. Nonetheless, USDA guidelines state that products certified as organic must also be free of GMOs. This research indicates that obtaining both certifications may be a worthwhile investment. Additionally, for consumers considering calcium citrate indications, the Non-GMO Project Verified seal may provide extra assurance regarding the quality and sourcing of these products.