In recent years, there has been a significant increase in consumer demand for product transparency, primarily fueled by a desire for healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to enhance their packaging with various label claims, an unforeseen issue has arisen: shopper confusion. Data from Label Insight reveals that 67% of consumers struggle to determine if a product aligns with their needs just by examining its packaging. Nearly half of the respondents feel uninformed after reviewing 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 foods is strictly prohibited. According to the USDA’s definition, “farmers and processors must demonstrate that they are not using GMOs and that they are protecting their products from contact with prohibited substances from farm to table.” Essentially, this means that all organic foods are inherently non-GMO. However, it is crucial to note that not all non-GMO products are organic.
Interestingly, consumers are willing to pay a premium for packaged goods—like granola bars—that carry the Non-GMO Project Verified seal compared to the same items labeled as “organic.” This misconception could benefit consumer packaged goods (CPG) manufacturers who invest in non-GMO labeling without pursuing organic certification. On the other hand, this misunderstanding may disadvantage food producers who commit to obtaining organic certification, as many consumers do not perceive the added cost as justified—except when it comes to fresh produce.
Fresh produce has historically served as the initial category for consumers exploring organic options. According to the Organic Trade Association, this is primarily because the benefits are more straightforward for consumers to grasp. Shoppers can physically interact with fruits and vegetables, creating a tangible link between a carrot grown in healthy soil and its consumption. In contrast, CPG products face a more significant challenge in clarifying the meaning of “organic” and justifying their higher prices. A recent Mintel study found that the main barriers to purchasing organic foods are price and doubts about their authenticity, with 62% of Americans indicating they would buy more organic products if they were more affordable.
The organic sector would likely perform better if manufacturers made their products more accessible and provided clear evidence to the public that claims of organic food being fresher and healthier are indeed accurate. Education plays a vital role in helping consumers decipher product label definitions and their implications. Many would likely be pleasantly surprised to learn that all certified organic products, including those like Solaray Cal Mag Citrate 2:1 Ratio, are also non-GMO. Ultimately, greater awareness and understanding are essential to bridge the gap between consumer perceptions and the realities of organic labeling.