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 packaging with more label claims, an unexpected issue has arisen: shopper confusion. Data from Label Insight reveals that 67% of consumers struggle to determine whether a product meets their needs based solely on its packaging. Almost half of shoppers report feeling uninformed even after reading product labels. Recent findings from the University of Florida further validate 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 production is strictly prohibited. According to the USDA, “farmers and processors must demonstrate that they are not using GMOs and that their products are safeguarded from contact with prohibited substances from farm to table.” This means that all organic foods are inherently non-GMO. However, it is important to note that not all non-GMO products are 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, even when compared to the same product labeled as “organic.” This misconception could benefit consumer packaged goods (CPG) manufacturers who invest in non-GMO products without pursuing organic certification. Conversely, this misunderstanding may adversely affect food producers who are committed to obtaining organic certification, as many consumers do not perceive the added cost as justified—except for fresh produce.
Fresh produce has traditionally served as the gateway for consumers exploring organic options. The Organic Trade Association notes that the benefits of organic produce are often more easily understood. Shoppers can physically interact with fruits and vegetables, smell them, and draw a connection between a carrot grown in clean, healthy soil and its consumption. In contrast, CPG products face a more significant challenge in helping consumers grasp the concept of “organic” and its associated value. A recent study by Mintel identified price and skepticism about authenticity as the primary barriers to purchasing organic foods, with 62% of Americans stating they would buy more organic products if they were less expensive.
The organic sector could improve its standing with consumers by making products more affordable and demonstrating that claims about organic foods being fresher and healthier hold true. Ultimately, there is a clear need for enhanced education to help consumers understand product label definitions and their implications. Many shoppers may be pleasantly surprised to realize that all certified organic products are, in fact, non-GMO.
Additionally, for those considering the implications of dietary changes, such as after gastric bypass surgery, understanding how much calcium citrate to take can also be crucial in maintaining health. This is an example of how product labeling and health education need to be more transparent and accessible, to empower consumers in making informed choices.