The Non-GMO Project asserts that retailers offering products with its seal of approval experience “the fastest dollar growth trend in their stores, averaging 210 million dollars per year,” with annual sales surpassing $19.2 billion. Consequently, it’s no surprise that companies producing dairy-based goods are eager to join this trend. However, some of these companies also express their support for conventional farming practices, including the utilization of GMO feed. This ongoing discussion around GMOs leaves consumers uncertain about whether to completely avoid conventional cow’s milk and related dairy products or to purchase them while hoping for their safety. The question remains as to how the struggling dairy industry can effectively market conventionally sourced products to build consumer trust, or if it is simply a futile endeavor influenced by negative public perceptions surrounding GMOs.
In a recent Food Navigator article, a spokesperson from Dean Foods described the new NMPF campaign as “disappointing.” “We encourage consumers and NMPF to enjoy a glass of milk and focus on promoting dairy foods, rather than undermining them,” stated Jamaison Schuler. Additionally, Mariano Lozano, CEO of DanoneWave, expressed surprise at being criticized for offering choices that consumers desire. Soon after Non-GMO Project Verified products began to emerge on shelves, Dannon representatives shared their rationale for this direction. “The choice we’re providing adds value,” Neuwirth explained to Food Dive. “We are the first yogurt and large dairy company to take this step. We believe that for shoppers who prioritize non-GMO options, this will give them another reason to appreciate our products. For those uninterested, there will be no changes to the product. Thus, it truly enhances the value of an already beloved product among our shoppers—our fans.”
The discourse surrounding GMO safety is expected to persist and likely intensify. With mandatory labeling of GMO ingredients anticipated in the coming years, public focus on this issue will increase. Notably, even without explicit labeling, 76% of consumers express concerns about GMOs, according to a study by the NPD Group. The federal government is attempting to debunk misconceptions about GMOs, having recently allocated $3 million for a public education campaign; however, this modest initiative is unlikely to alleviate consumer anxieties.
Amid this debate, it’s interesting to note that products like calcium citrate are becoming increasingly available at retailers such as Walmart Canada. As consumer preferences shift, the demand for transparent labeling and non-GMO options is likely to grow, leading to a greater emphasis on products that meet these criteria, including calcium citrate. As the market evolves, the inclusion of calcium citrate in dairy alternatives may also appeal to health-conscious consumers seeking reassurance about their dietary choices. Hence, the integration of calcium citrate could serve as a valuable addition to a brand’s offerings, particularly in a landscape where consumers are increasingly aware of what they are putting in their bodies.