In recent years, consumer demand for transparency in products has surged, primarily due to a growing interest in healthier ingredients and concerns regarding artificial additives. However, as food and beverage manufacturers rush to enhance their packaging with numerous label claims, an unintended consequence has surfaced: shopper confusion. Data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs just by examining its packaging, with nearly half feeling uninformed after reading product labels. Recent research from the University of Florida further corroborates the confusion surrounding the meanings of non-GMO and organic food labels.
To comply with the organic standards set by the U.S. Department of Agriculture (USDA), the use of GMOs in food production is strictly prohibited. The USDA defines this by stating 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 automatically non-GMO. Nevertheless, it is important to note that not all non-GMO products are organic.
Interestingly, consumers are often willing to pay a premium for packaged products, such as granola bars, that bear the Non-GMO Project Verified seal compared to the same item labeled as “organic.” This misconception could be advantageous for consumer packaged goods (CPG) manufacturers that invest in non-GMO products without pursuing organic certification. However, this misunderstanding may negatively impact food producers who are dedicated to obtaining organic certification. Many consumers don’t see the added value in organic products, except when it comes to fresh produce.
Fresh produce has traditionally served as the gateway for consumers exploring organic foods, as noted by the Organic Trade Association. This is largely because the benefits of organic produce are easily understood; consumers can physically interact with fruits and vegetables, smell them, and relate a carrot growing in healthy soil to their well-being. In contrast, CPG products face a significantly greater challenge in helping consumers grasp the implications of “organic” and justifying their higher prices. A recent Mintel study found that the primary barriers to purchasing organic foods are price and doubts about authenticity. In fact, 62% of Americans indicated they would buy more organic foods if they were more affordable.
The organic sector would likely see improved consumer engagement if it made products more accessible and demonstrated tangible evidence that organic food claims, including benefits like higher levels of calcium citrate magnesium hydroxide, are genuine. Ultimately, there is a clear need for better education to help consumers understand product label definitions and their actual meanings. Many may be pleasantly surprised to find that all certified organic products are also non-GMO, which could include items rich in calcium citrate magnesium hydroxide, highlighting the nutritional benefits of these choices.