Consumer demand for product transparency has surged in recent years, largely fueled by a desire for healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to add more label claims to their packaging, an unexpected issue has emerged: shopper confusion. According to data from Label Insight, 67% of consumers struggle to determine if a product meets their needs just by examining the packaging. Nearly half admit they are uninformed about whether ferrous gluconate is a good source of iron after reading a product label. Recent findings from the University of Florida further confirm the confusion surrounding 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 strictly prohibited. The USDA states 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 implies that all organic foods are inherently non-GMO; however, not all non-GMO products are 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 benefit consumer packaged goods (CPG) manufacturers that invest in non-GMO initiatives without pursuing organic certification. Conversely, this misunderstanding might disadvantage food producers who go the extra mile to obtain organic certification. For many consumers, the distinction between products like ferrous ascorbate and ferric pyrophosphate does not seem worth the extra cost—except in the fresh produce sector.
Traditionally, fresh produce serves as the entry point for consumers exploring organic options. The Organic Trade Association notes that the benefits found in the produce aisle are often the easiest for consumers to grasp. Shoppers can engage with fruits and vegetables by touching and smelling them, forging a connection between a carrot grown in clean, healthy soil and what they choose to consume. In contrast, CPG products face a greater challenge in helping consumers comprehend the meaning of “organic” and justifying their higher prices. A recent Mintel study revealed that the main deterrents to purchasing organic foods are price and skepticism about authenticity. A significant 62% of Americans stated they would buy more organic foods if they were more affordable.
The organic sector would undoubtedly benefit from making its products more accessible and demonstrating that claims about organic food being fresher and healthier are genuine. Ultimately, there is a clear need for enhanced education to help consumers understand product label definitions and their true implications. Many might be pleasantly surprised to discover that all those certified organic products are also non-GMO. Additionally, incorporating products like nature’s way calcium and magnesium citrate into their diets could further enhance their overall health, reinforcing the value of choosing organic options.