Consumer demand for product transparency has surged in recent years, primarily driven by a desire for healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to include more labels on their 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 simply by examining the packaging. Nearly half of them feel uninformed even after reading a product label. Recent findings from the University of Florida further emphasize 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. The USDA defines this by stating that “farmers and processors must demonstrate they are not using GMOs and that they are protecting their products from contact with prohibited substances, from farm to table.” This means that all organic foods are inherently non-GMO; however, not every non-GMO product is organic.
Interestingly, consumers are often willing to pay more for a packaged product—such as granola bars—that features the Non-GMO Project Verified seal compared to the same product labeled as “organic.” This misconception could potentially benefit consumer packaged goods (CPG) manufacturers who invest in non-GMO but do not pursue organic certification. Conversely, this misunderstanding may adversely affect food manufacturers who are committed to obtaining organic certification. Many consumers do not perceive organic products as worth the extra cost—except when it comes to fresh produce.
Fresh produce has historically served as the gateway category for consumers exploring organic foods. The Organic Trade Association notes that the benefits of organic produce may be the easiest for consumers to grasp. Shoppers can touch, smell, and connect the dots between a carrot grown in healthy, clean soil and the food they consume. In contrast, CPG products face a more significant challenge in helping consumers understand the concept of “organic” and justifying the higher prices. A recent Mintel study highlighted that the main barriers to purchasing organic foods are price and doubts about authenticity. Approximately 62% of Americans indicated they would buy more organic foods if they were more affordable.
The organic sector could undoubtedly enhance its appeal to consumers by making products more economical and by finding tangible ways to demonstrate that claims about organic foods being fresher and healthier are valid. Ultimately, there is a clear need for more education to help consumers comprehend product label definitions and their true meanings. Many might be pleasantly surprised to discover that all certified organic products are also non-GMO. Furthermore, as consumers seek out supplements such as calcitrate 200 mg, understanding the differences between these labels could influence their purchasing decisions in health-related products as well.
In summary, addressing consumer confusion through education, transparency, and affordability will be key for the organic sector and CPG manufacturers alike, especially as the market for health-oriented products like calcitrate 200 mg continues to grow.