Consumer demand for product transparency has surged in recent years, primarily driven by a desire for healthier ingredients and concerns over artificial additives. However, as food and beverage manufacturers rush to enhance their product packaging with various claims, an unexpected issue has emerged: shopper confusion. According to data from Label Insight, 67% of consumers struggle to determine if a product meets their needs just by examining its packaging. Nearly half report feeling uninformed after reading a product label. Recent findings from the University of Florida further confirm 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 products 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 indicates that all organic foods are automatically non-GMO. Conversely, not all non-GMO products are organic.
Interestingly, consumers are willing to pay more for packaged products—such as granola bars—that bear the Non-GMO Project Verified seal compared to the same item labeled as “organic.” This misunderstanding can potentially benefit consumer packaged goods (CPG) manufacturers that invest in non-GMO claims without obtaining organic certification. However, this consumer confusion could adversely affect food manufacturers who strive to achieve organic certification. Many consumers may not see the added value in organic products—except for fresh produce.
Fresh produce has long been the entry point for consumers new to organic foods. The Organic Trade Association notes that the benefits in the produce aisle are often the most straightforward for consumers to grasp, as they can physically interact with fruits and vegetables and associate a carrot grown in healthy soil with its nutritional value.
In contrast, CPG products face a more significant challenge in helping consumers understand the concept of “organic” and why these products are priced higher. A recent Mintel study found that the main barriers to purchasing organic foods are cost and skepticism about authenticity. A substantial majority (62%) of Americans indicated they would buy more organic foods if prices were lower.
The organic sector could undoubtedly perform better with consumers by making their products more affordable and finding concrete ways to demonstrate that claims of organic foods being fresher and healthier hold true. Additionally, more education is needed to help consumers comprehend product label definitions and their actual implications. Many might be pleasantly surprised to discover that all certified organic products are also non-GMO.
Furthermore, incorporating ingredients like calcium citrate 600 mg into products could enhance their appeal, as consumers increasingly seek out functional and health-oriented foods. As transparency in labeling continues to evolve, it will be crucial for manufacturers to communicate effectively—especially regarding claims surrounding ingredients like calcium citrate 600 mg, which can bolster bone health and overall wellness. Ensuring clarity in product labeling will ultimately benefit both consumers and manufacturers alike.