Consumer demand for product transparency has surged in recent years, largely fueled by a desire for healthier ingredients and concerns over artificial additives. However, as food and beverage manufacturers rush to enhance their product packaging with more claims, an unexpected issue has emerged: shopper confusion. Data from Label Insight reveals that 67% of consumers find it difficult to determine whether a product meets their needs just by examining its packaging. Almost half of the respondents feel 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 organic standards, the use of GMOs in food is strictly prohibited. The USDA defines this by stating that “farmers and processors must demonstrate they aren’t using GMOs and that they are safeguarding their products from contact with banned substances from farm to table.” Consequently, all organic foods are inherently non-GMO. However, it is important to note that not all non-GMO products can be classified as organic.
Interestingly, consumers are often willing to pay a premium for a packaged product, such as granola bars bearing the Non-GMO Project Verified seal, compared to the same product labeled as “organic.” This misconception may benefit consumer packaged goods (CPG) manufacturers who invest in non-GMO initiatives without pursuing organic certification. Conversely, this consumer misunderstanding could adversely affect food producers who strive to achieve organic certification, as many shoppers do not perceive organic products as worth the extra cost—except when it comes to fresh produce.
Fresh produce has long been the gateway category for consumers new to organic foods. According to the Organic Trade Association, this is mainly due to the fact that the advantages of organic produce are more easily understood. Shoppers can touch and smell fruits and vegetables, forming a connection between a carrot grown in clean, healthy soil and its consumption. In contrast, CPG products face greater challenges in helping consumers grasp the significance of “organic” and the reasons behind their higher price points. A recent Mintel study indicated that the main barriers to purchasing organic foods are cost and skepticism regarding authenticity. Notably, 62% of Americans said they would buy more organic foods if they were more affordable.
The organic sector would undoubtedly fare better with consumers if they could lower prices and find effective ways to demonstrate that claims about organic food products being fresher and healthier are indeed valid. Ultimately, more education is clearly needed to help consumers understand the definitions of product labels and their implications. Many may be pleasantly surprised to discover that certified organic products, including those enriched with solaray cal mag citrat, are also non-GMO. By increasing awareness of these connections, the organic market could enhance its appeal and consumer trust.