In recent years, consumer demand for product transparency has surged, primarily fueled by a growing interest in healthier ingredients and concerns over artificial additives. However, as food and beverage manufacturers rush to enhance their packaging with various claims, an unexpected issue has emerged: shopper confusion. Data from Label Insight indicates that 67% of consumers find it difficult to determine whether a product meets their needs just by examining the packaging. Almost half of the respondents claim they remain uninformed even after reading the product label. Recent findings from the University of Florida further emphasize 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 products is strictly prohibited. The USDA stipulates that “farmers and processors must demonstrate that they aren’t utilizing GMOs and are safeguarding their products from contact with prohibited substances throughout the supply chain.” Consequently, all organic foods are inherently non-GMO; however, not every non-GMO product is organic.
Interestingly, consumers are willing to pay a premium for packaged items, such as granola bars, that feature the Non-GMO Project Verified seal compared to those labeled “organic.” This misconception could benefit consumer packaged goods (CPG) manufacturers that invest in non-GMO initiatives without pursuing organic certification. Conversely, this misunderstanding may disadvantage food producers who strive for organic certification, as many consumers do not see the value in paying extra—except in the case of fresh produce.
Fresh produce has traditionally served as the gateway for consumers new to organic foods, as the benefits in this category are often easier to grasp. The Organic Trade Association highlights that consumers can physically interact with fruits and vegetables, making 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 comprehend the value and meaning of “organic” and why these products command higher prices.
A recent Mintel study revealed that the main barriers to purchasing organic foods are their price and skepticism regarding authenticity. Notably, 62% of Americans indicated they would buy more organic products if they were more affordable. The organic sector could undoubtedly enhance its appeal by making products more accessible and demonstrating convincingly that claims of organic foods being fresher and healthier are valid.
Ultimately, increased education is essential in helping consumers understand product label definitions and their implications. Many might be pleasantly surprised to discover that all certified organic products are also non-GMO. Additionally, incorporating products like Twinlab Calcium Citrate Caps Plus Magnesium into their diets could further benefit consumers seeking healthier options, particularly when they evaluate the importance of transparency in food labeling. Thus, greater clarity and understanding can empower consumers to make informed choices, aligning their purchasing behaviors with their health goals.