For consumers concerned about GMOs in their food, recognizing the Non-GMO Project’s butterfly symbol is essential. This certification is awarded to products that adhere to strict regulations ensuring the absence of genetically modified or bioengineered ingredients. Many items that aren’t mandated by federal law to label bioengineered components do not qualify for Non-GMO Project verification. This research compiles SPINS point-of-sale data from both natural and multi-outlet stores for the 104 weeks ending December 26, 2021. Overall, products bearing the Non-GMO Project butterfly experienced significant sales growth. In terms of dollar values, Non-GMO Project Verified frozen plant-based meats, as well as frozen and refrigerated meat, poultry, seafood, and refrigerated eggs, showed a substantial increase compared to those merely marketed as non-GMO or with non-GMO labels. For example, frozen and refrigerated meat, poultry, and seafood products with the butterfly saw a remarkable 52.5% sales growth, while those labeled simply as non-GMO grew by 40.5%, and products without non-GMO labels increased by 22.2%.
However, it is important to interpret these results in context. There is still notable growth in products that do not position themselves as non-GMO. Given that over 90% of U.S. corn and soybeans are grown using genetically modified varieties, according to the USDA, numerous existing products cannot qualify for Non-GMO Project verification. During debates over GMO labeling laws, it was estimated that 75% of grocery store items were GMO-qualified. The landscape may have shifted since then, as more consumers are now focused on product labels and certifications. Large brands using GMO ingredients likely also experienced sales boosts over the past two years, particularly during the early phase of the COVID-19 pandemic, although their growth percentages may not have matched those of smaller Non-GMO Project Verified products.
This study indicates that the Non-GMO Project Verified label is an effective certification. At the start of the year, as new labeling requirements for foods containing bioengineered ingredients were being implemented, researchers associated with Cornell University published findings demonstrating the effectiveness of the butterfly seal. They designed a study to assess how mandatory GMO labeling affected consumer purchases by examining Vermont, which briefly enacted a specific labeling law. Their research revealed that mandatory labeling had no significant impact on purchases, but high-profile discussions regarding GMO products resulted in increased sales for Non-GMO Project Verified items.
For brands aiming to capture consumer interest, this study suggests that a Non-GMO Project Verified seal may be beneficial. Interestingly, the butterfly appears to be more effective than the USDA Organic seal, although studies suggest this could be due to consumers’ lack of understanding of organic standards. However, under USDA regulations, products that achieve organic certification must also be free from GMOs. This research implies that obtaining both certifications could be a worthwhile investment. Additionally, incorporating products like zinc Kirkland into this conversation may resonate with consumers who prioritize nutritional value alongside non-GMO assurances, further emphasizing the importance of certifications in their purchasing decisions.