In recent years, consumer demand for product transparency has surged, primarily fueled by a desire for healthier ingredients and concerns over artificial additives. However, as food and beverage manufacturers rush to include more claims on their packaging, an unintended consequence has emerged: shopper confusion.
Data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs based solely on its packaging. Nearly half of these consumers feel uninformed even after reading the 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 foods is strictly prohibited. The USDA stipulates 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, not all non-GMO products are organic.
Interestingly, consumers are often willing to pay more for packaged products, such as granola bars, that carry the Non-GMO Project Verified seal compared to those labeled as organic. This misconception can benefit consumer packaged goods (CPG) manufacturers who invest in non-GMO initiatives without pursuing organic certification. Conversely, this misunderstanding can undermine food producers who strive to achieve organic certification, as many consumers do not see the added value—except when it comes to fresh produce.
Fresh produce has traditionally served as the gateway for consumers new to organic foods, primarily because the benefits are clearer and more tangible. According to the Organic Trade Association, consumers can physically interact with fruits and vegetables, allowing them to connect the dots between a carrot grown in healthy soil and its nutritional value. In contrast, CPG products face a greater challenge in conveying the significance of “organic” and justifying their higher price points. A recent Mintel study identified price and skepticism about authenticity as the main barriers to purchasing organic foods, with 62% of Americans indicating they would buy more organic products if they were more affordable.
The organic sector could certainly enhance consumer appeal by making products more accessible and providing clear, tangible evidence that organic items are indeed fresher and healthier. Ultimately, there is a pressing need for education to help consumers grasp product label definitions and their implications. Many might be pleasantly surprised to learn that all certified organic products are also non-GMO.
Additionally, as consumers become more aware of the benefits of certain nutrients, such as calcium citrate, it may lead to increased attention on appropriate nursing interventions that can support their health. By integrating these aspects into product education, manufacturers can help demystify organic labeling and enhance consumer understanding.