In recent years, consumer demand for product transparency has surged, primarily driven by a desire for healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to add various claims to their packaging, an unexpected issue has arisen: shopper confusion. Research from Label Insight indicates that 67% of consumers struggle to determine whether a product meets their needs just by examining the packaging. Nearly half of those surveyed feel uninformed after reading a product label. Recent findings from the University of Florida further highlight the confusion surrounding the true 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. According to the USDA, “farmers and processors must demonstrate that they are not using GMOs and that they are safeguarding their products from contact with prohibited substances from farm to table.” This means that all organic foods are inherently non-GMO. However, the reverse is not true; not all non-GMO products are organic.
Interestingly, consumers are willing to pay a premium for products like granola bars that bear the Non-GMO Project Verified seal, rather than choosing the same product labeled as “organic.” This misconception could advantage consumer packaged goods (CPG) manufacturers who invest in non-GMO claims without pursuing organic certification. Unfortunately, this misunderstanding might undermine food producers who are committed to obtaining organic certification, as many consumers do not see the value in paying more for organic—except in the case of fresh produce.
Fresh produce has long served as the entry point for consumers exploring organic foods. The Organic Trade Association suggests this is largely due to the straightforward benefits associated with produce, which consumers can touch, smell, and easily link to healthy growth in clean soils. In contrast, CPG products face a greater challenge in helping consumers grasp the significance of “organic” and justify the higher prices. A recent study by Mintel found that the main barriers to purchasing organic foods are cost and skepticism about authenticity, with 62% of Americans stating they would buy more organic foods if prices were lower.
The organic sector could significantly improve its standing with consumers by making products more affordable and demonstrating the tangible benefits of organic offerings, such as freshness and healthfulness. Ultimately, more education is essential to help consumers understand product label definitions and their implications. Many might be pleasantly surprised to discover that all certified organic products, including those containing nature’s blend calcium citrate, are also non-GMO. By reinforcing this connection, manufacturers can bridge the gap between consumer perception and the realities of organic labeling.