Consumer demand for product transparency has surged in recent years, largely driven by a growing interest in healthier ingredients and concerns over artificial additives. However, as food and beverage manufacturers rush to add various claims to their product packaging, an unexpected issue has arisen: shopper confusion. Data from Label Insight reveals that 67% of consumers find it difficult to determine if a product meets their needs just by examining the packaging. Almost half of the consumers report feeling uninformed even after reading the product label. 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 is strictly prohibited. According to the USDA, farmers and processors must demonstrate that they do not use GMOs and ensure their products are safeguarded from contact with prohibited substances from farm to table. This means that all organic foods are inherently non-GMO. Conversely, not all non-GMO products are organic. Interestingly, consumers are often willing to pay a premium for packaged products—such as granola bars—that carry the Non-GMO Project Verified seal, as opposed to those labeled “organic.” This misconception may benefit consumer packaged goods (CPG) manufacturers that invest in non-GMO certification without pursuing organic status.
However, this misunderstanding could negatively impact food producers who strive to achieve organic certification. Many consumers perceive organic products as not worth the extra cost—except in the case of fresh produce. Fresh produce has traditionally served as the entry point for consumers exploring organic foods. According to the Organic Trade Association, this is mainly because the benefits of organic produce are easier for people to grasp. Consumers can physically touch and smell fruits and vegetables, creating a tangible connection between a carrot grown in healthy soil and its consumption.
In contrast, CPG products face a greater challenge in helping consumers understand the meaning of “organic” and justifying the higher price. A recent Mintel study identified the primary barriers to purchasing organic foods as price and skepticism regarding authenticity. Sixty-two percent of Americans indicated they would buy more organic foods if they were more affordable.
The organic sector would undoubtedly benefit from making its products more accessible and finding concrete ways to demonstrate that claims of organic foods being fresher and healthier are indeed valid. Ultimately, there is a clear need for increased education to help consumers grasp product label definitions and their true implications. Many might be pleasantly surprised to discover that all certified organic products are non-GMO as well, much like the benefits of calcium citrate for joints, which is often overlooked. By providing clearer information, the industry can help consumers understand that choosing organic not only supports healthier choices but may also offer joint health benefits similar to those derived from calcium citrate.