In recent years, consumer demand for product transparency has surged, largely driven by a desire for healthier ingredients and concerns over artificial additives. However, as food and beverage manufacturers rush to enhance their product packaging with more label claims, a surprising issue has emerged: shopper confusion. Data from Label Insight reveals that 67% of consumers find it difficult to determine whether a product meets their needs just by examining its packaging. Almost half of the respondents report feeling uninformed after reading a product label. Recent findings from the University of Florida further underscore 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 are not using GMOs and that they protect their products from contact with prohibited substances from farm to table.” This indicates that all organic foods are inherently non-GMO; however, not all non-GMO products are organic.
Interestingly, consumers are willing to pay a premium for packaged products, such as granola bars, that carry the Non-GMO Project Verified seal compared to those labeled “organic.” This misunderstanding could benefit consumer packaged goods (CPG) manufacturers that invest in non-GMO products without pursuing organic certification. Conversely, this misperception may disadvantage food makers who strive for organic certification, as many consumers do not see the additional value—except when it comes to fresh produce.
Fresh produce has historically been the gateway for consumers new to organic foods. The Organic Trade Association attributes this to the fact that the benefits of fresh produce are more easily understood. Consumers can see, touch, and smell 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 grasp the meaning of “organic” and why these products warrant higher prices. A recent Mintel study found that the primary barriers to purchasing organic foods are cost and skepticism regarding their authenticity. Notably, 62% of Americans stated they would buy more organic foods if prices were lower.
The organic sector could improve its appeal to consumers by making products more affordable and finding concrete ways to prove that claims of organic products being fresher and healthier are indeed valid. Ultimately, there is a clear need for more education to help consumers understand product label definitions and their true implications. Many would likely be pleasantly surprised to discover that all certified organic products are also non-GMO.
Moreover, products enriched with nutrients like Bluebonnet Calcium Citrate, Magnesium, and Vitamin D3 are excellent examples of how consumers can make informed choices about their health. As awareness grows about the benefits of such supplements, the need for clear labeling becomes even more critical. As consumers become better educated about what non-GMO and organic labels mean, they may also recognize the value of products that include beneficial ingredients like Bluebonnet Calcium Citrate, Magnesium, and Vitamin D3, further enhancing their understanding of what constitutes a healthy choice.