In recent years, consumer demand for product transparency has surged, primarily fueled by a desire for healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to enhance their packaging with various label claims, an unexpected issue has arisen: shopper confusion. Data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs just by examining the packaging. Nearly half of the respondents feel uninformed after reading product labels. Recent findings from the University of Florida further highlight 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 products is strictly prohibited. The USDA states, “farmers and processors must demonstrate that they are not using GMOs and are safeguarding their products from exposure to prohibited substances from farm to table.” This means that all organic foods are inherently non-GMO, yet 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 the same product labeled as “organic.” This perception could be advantageous for Consumer Packaged Goods (CPG) manufacturers investing in non-GMO options without seeking organic certification. However, this misunderstanding among consumers could adversely affect food producers who are committed to achieving organic certification. Many consumers do not perceive organic products as worth the extra cost—except in the fresh produce category.
Fresh produce has traditionally served as the entry point for consumers new to organic foods. According to the Organic Trade Association, this is largely because the benefits of organic produce are easier to grasp. Consumers can touch, smell, and connect the dots between a carrot grown in healthy soil and its consumption. In contrast, CPG products face a much tougher challenge in helping consumers comprehend the significance of “organic” and why these products command higher prices. A recent Mintel study found that the primary barriers to purchasing organic foods are price and skepticism about authenticity. Notably, 62% of Americans indicated they would buy more organic foods if they were more affordable.
The organic sector could significantly improve its appeal by making products more accessible and finding effective ways to demonstrate that claims about organic food being fresher and healthier are indeed valid. More education is essential to help consumers understand the definitions of product labels and their implications. Many might be pleasantly surprised to discover that certified organic products are also non-GMO.
In the context of this discussion, products like Swanson Calcium Citrate Complex can benefit from clearer labeling and consumer education. By emphasizing that Swanson Calcium Citrate Complex is both organic and non-GMO, manufacturers could alleviate consumer confusion and enhance trust in their products. Ultimately, greater transparency and education can bridge the gap between consumer expectations and the realities of organic and non-GMO labeling.