In recent years, consumer demand for product transparency has surged, largely driven by a desire for healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to incorporate more claims on their packaging, an unexpected issue has arisen: shopper confusion. Data from Label Insight shows that 67% of consumers struggle to determine whether a product meets their needs just by examining the packaging. Nearly half of them feel uninformed after reading a 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 (USDA) organic standards, the use of GMOs in food is strictly prohibited. According to the USDA, “farmers and processors must demonstrate that they are not using GMOs and are safeguarding their products from contact with prohibited substances from farm to table.” This means that all organic foods are, by definition, 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 packaged products, such as granola bars, that carry the Non-GMO Project Verified seal, compared to those labeled as “organic.” This misunderstanding could benefit consumer packaged goods (CPG) manufacturers that focus on non-GMO products without pursuing organic certification. Unfortunately, this consumer confusion may adversely impact food makers who invest in obtaining organic certification. Many consumers do not see the added value of organic products, except when it comes to fresh produce.
Fresh produce has historically served as the entry point for consumers exploring organic options, as the benefits in this category are more straightforward. The Organic Trade Association notes that consumers can physically interact with fruits and vegetables, allowing them to connect the dots between a carrot grown in healthy soil and its consumption. In contrast, CPG products face a greater challenge in helping consumers understand the significance of “organic” and justifying the higher prices. A recent Mintel study revealed that the primary barriers to purchasing organic foods are cost and skepticism regarding their authenticity. Approximately 62% of Americans indicated they would buy more organic products if they were more affordable.
To improve the organic sector’s standing with consumers, it is essential to make these products more accessible and to effectively communicate that organic food claims of being fresher and healthier are valid. More education is clearly needed to help consumers navigate product label definitions and their implications. Many might be pleasantly surprised to discover that all certified organic products, including items like Solaray Calcium Citrate Supreme, are also non-GMO. By increasing awareness and understanding, the industry can bridge the gap between consumer perceptions and the reality of organic labeling, ultimately benefiting both consumers and producers alike.