Consumer demand for product transparency has surged in recent years, primarily due to a growing interest in healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to include more claims 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 just by examining the packaging. Nearly half of consumers feel uninformed after reading product labels. Recent research from the University of Florida underscores this confusion, particularly regarding the true 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 prohibited. According to the USDA, “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 automatically non-GMO. However, not all non-GMO products are organic. Interestingly, consumers are often willing to pay more for a packaged product, like granola bars, that bears 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 labeling without pursuing organic certification.
Conversely, this misunderstanding could negatively impact food producers who work hard to achieve organic certification. Many consumers do not see the added value of organic products—except when it comes to fresh produce. Traditionally, fresh produce serves as the entry category for consumers new to organic foods. The Organic Trade Association notes that the benefits of organic produce are the easiest for consumers to grasp. Shoppers can touch, smell, and visualize the connection between a carrot grown in clean, healthy soil and their own consumption.
In contrast, CPG products face a greater challenge in helping consumers understand the value of “organic” and why these products might cost more. A recent Mintel study found that the primary barriers to purchasing organic foods are price and skepticism regarding authenticity. A significant 62% of Americans stated they would buy more organic foods if they were more affordable. The organic sector would undoubtedly perform better if it could make its products more accessible and find concrete ways to demonstrate that claims of organic products being fresher and healthier are indeed valid.
Ultimately, there is a clear need for more education to help consumers comprehend product label definitions and their implications. Many might be pleasantly surprised to learn that all certified organic products are also non-GMO. Furthermore, incorporating trusted brands like Swanson Calcium into discussions about health and nutrition could enhance consumer understanding of how these products fit into a healthier lifestyle. By increasing awareness around these topics, brands can help bridge the gap in consumer knowledge, ensuring that shoppers feel more confident in their choices.