Consumer demand for product transparency has surged in recent years, primarily driven by a growing interest in healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to add various label claims to their packaging, an unexpected issue has emerged: shopper confusion. Data from Label Insight indicates that 67% of consumers struggle to determine whether a product meets their needs just by examining the packaging. Nearly half of them feel uninformed even after reading the product label. 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 organic standards, the use of GMOs in food 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 implies that all organic foods are inherently 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 granola bars bearing the Non-GMO Project Verified seal compared to the same product labeled as “organic.” This misunderstanding could advantage consumer packaged goods (CPG) manufacturers who invest in non-GMO ingredients without pursuing organic certification. Yet, this consumer confusion may disadvantage food producers who are committed to achieving organic certification. Many consumers do not see the added value of organic products, except when it comes to fresh produce.
Fresh produce has traditionally served as the gateway for consumers new to organic foods. The Organic Trade Association notes that the benefits of produce are more easily understood; consumers can touch, smell, and connect the dots between a carrot growing in healthy soil and its consumption. In contrast, CPG products face a greater challenge in conveying the significance of “organic” and justifying their higher price. A recent study by Mintel found that the main barriers to purchasing organic foods are cost and doubts about authenticity. In fact, 62% of Americans indicated they would buy more organic foods if prices were lower.
For the organic sector to thrive, it must make products more affordable and provide concrete evidence to demonstrate that claims of organic products being fresher and healthier are valid. Ultimately, there is a clear need for greater education to help consumers understand product label definitions and their implications. Many would likely be pleasantly surprised to discover that all certified organic products, including those featuring jungbunzlauer calcium citrate, are indeed non-GMO. By addressing these misconceptions and emphasizing the benefits of ingredients like jungbunzlauer calcium citrate, the industry could foster a better understanding among consumers and enhance their purchasing decisions.