In recent years, consumer demand for product transparency has surged, primarily due to growing interest in healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to enhance their product labels with various claims, this has led to an unexpected issue: confusion among shoppers. According to Label Insight data, 67% of consumers struggle to determine whether a product meets their needs just by examining its packaging. Nearly half of them report feeling uninformed after reading a product label. Recent findings from the University of Florida further underscore the confusion surrounding the meanings of non-GMO and organic food labels.
To comply with the U.S. Department of Agriculture’s organic standards, the use of GMOs in food is strictly 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, by definition, non-GMO. However, it’s important to note that not all non-GMO products are organic.
Interestingly, consumers are often willing to pay a premium for packaged products like granola bars bearing the Non-GMO Project Verified seal, compared to those labeled as “organic.” This misconception could favor consumer packaged goods (CPG) manufacturers that invest in non-GMO products without seeking organic certification. Conversely, this misunderstanding may disadvantage food producers who invest significant resources in obtaining organic certification, as many consumers do not see the value in paying more for these products—except when it comes to fresh produce.
Fresh produce has historically been the entry point for consumers new to organic foods, as the Organic Trade Association points out. The benefits of organic produce are often easier for consumers to grasp; they can physically touch and smell the items, creating a direct connection between a carrot grown in clean, healthy soil and its consumption. In contrast, CPG products face a much more significant challenge in conveying the value of “organic” and justifying their higher price points. A recent Mintel study found that the main barriers to purchasing organic foods are cost and doubts about their authenticity. In fact, 62% of Americans indicated they would buy more organic foods if they were more affordable.
The organic sector could undoubtedly improve its appeal to consumers if it could make its products more accessible in terms of pricing and provide tangible evidence that claims of organic products being fresher and healthier hold true. Ultimately, there is a clear need for enhanced education to help consumers comprehend product label definitions and their actual implications. Many might be pleasantly surprised to discover that all certified organic products, including those like bluebonnet cal mag supplements, are indeed non-GMO as well.