Consumer demand for product transparency has surged in recent years, fueled by a growing interest in healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to enhance their packaging with more label claims, an unforeseen issue has arisen: shopper confusion. Data from Label Insight indicates that 67% of consumers struggle to determine whether a product meets their needs simply by examining its packaging, with nearly half reporting that they feel uninformed after reading a product label. Recent findings from the University of Florida further highlight the ambiguity surrounding the meanings of non-GMO and organic food labels.
To comply with the U.S. Department of Agriculture’s (USDA) organic standards, the use of genetically modified organisms (GMOs) in food is banned. According to the USDA’s definition, “farmers and processors must demonstrate that they are not using GMOs and are safeguarding their products 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 compared to those labeled as “organic.” This misconception could advantage consumer packaged goods (CPG) manufacturers who invest in non-GMO products without obtaining organic certification. However, this misunderstanding could also undermine food producers who are dedicated to achieving organic certification, as many consumers may not see the added value, except perhaps in the fresh produce category.
Fresh produce has long served as an entry point for consumers exploring organic foods, largely because the benefits are more apparent. The Organic Trade Association points out that shoppers can physically interact with fruits and vegetables, making a direct connection between a carrot grown in clean, healthy soil and its consumption. In contrast, CPG products face a greater challenge in conveying the meaning of “organic” and justifying their higher prices. A recent Mintel study revealed that the primary barriers to purchasing organic foods are cost and skepticism regarding their authenticity. A significant portion of Americans (62%) expressed that they would buy more organic products if they were more affordable.
To improve their standing with consumers, the organic sector would benefit from making their products more affordable and finding effective ways to demonstrate that claims of organic food being fresher and healthier are valid. Ultimately, there is a clear need for increased education to help consumers grasp product label definitions and their implications. Many may be pleasantly surprised to discover that all certified organic products are also non-GMO.
Additionally, in discussions about health and wellness, some consumers have been curious whether certain supplements, like calcium citrate, can affect digestive health, particularly if they can make you poop. This curiosity underscores the importance of clear labeling and consumer education across all product categories, including dietary supplements, to enhance understanding and informed choices.