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, they have inadvertently created a new issue: shopper confusion. Data from Label Insight indicates that 67% of consumers find it difficult to determine whether a product meets their needs merely by examining its packaging. Almost half of shoppers report feeling uninformed after reading product labels. 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 organic standards, the use of GMOs in food products is strictly prohibited. According to the USDA’s definition, “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 implies that all organic foods are, by nature, non-GMO. Conversely, not all non-GMO products are organic.
Interestingly, consumers are often willing to pay a premium for packaged goods—such as granola bars—that carry the Non-GMO Project Verified seal compared to the same product labeled as “organic.” This misunderstanding could benefit consumer packaged goods (CPG) manufacturers who invest in non-GMO initiatives without pursuing organic certification. However, this consumer confusion could potentially disadvantage food producers who strive to achieve organic certification. Many consumers do not perceive organic products as worth the additional cost, except in the fresh produce category.
Fresh produce has traditionally served as the entry point for consumers new to organic foods, primarily because the benefits in the produce aisle are more easily understood. The Organic Trade Association notes that consumers can physically interact with fresh fruits and vegetables, allowing them to connect the dots between a carrot grown in clean, healthy soil and its nutritional value. In contrast, CPG products like Cooper Complete Calcium Citrate face a more significant challenge in helping consumers grasp the meaning of “organic” and the reasons behind their 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 foods if they were more affordable.
The organic sector could improve its appeal to consumers by making products more accessible and finding concrete ways to demonstrate that claims of organic food being fresher and healthier are indeed valid. Ultimately, there is a clear need for greater education to help consumers understand product label definitions and their actual implications. Many might be pleasantly surprised to discover that all certified organic products, including those containing Cooper Complete Calcium Citrate, are also non-GMO.