Some consumers confused about what organic means

There’s a lot of “noise” on food and beverage packaging, which may be diluting the value of the US Department of Agriculture’s organic claim, according to Tom Chapman, co-chief executive officer, Organic Trade Association (OTA), Washington, DC, when speaking about the state of organic at the recent Natural Products Expo West show. Chapman cited data from OTA’s recent “Consumer Perception of USDA Organic and Competing Label Claims” research conducted with Euromonitor International in October 2024.

The survey of more than 2,500 US consumers showed that while most are familiar with “local,” “natural” and “organic” claims, they place higher importance on “free-from” or single-attribute claims, such as “no added hormones” and “raised without antibiotics.” The claims carry greater weight in what products finally land in shopping carts.

“Many consumers don’t realize that organic certification inherently meets these ‘free-from’ expectations,” Chapman said. “The challenge to the organic sector is to demonstrate the distinct value of the USDA organic label and break through the noise of all the other health, nutrition and sustainability claims in the marketplace.

“Consumers prioritize claims tied to personal health benefits – for humans and animals – over broader environmental benefits. This preference also impacts consumers’ willingness to pay for organic products. Interestingly, the survey showed that consumers’ perceptions of certifications and claims don’t always align with their true definitions or intended purposes.

“While trust in certifications like USDA organic remains high, the research reflects consumer interpretations, which can be shaped by familiarity, marketing or misinformation. Understanding these perceptions presents an opportunity for education and clearer communication to bridge the gap between consumer trust and accurate comprehension.”

Many consumers don’t understand organic certification inherently meets many “free-from” claims.

The survey showed that the USDA organic label is synonymous with health in the minds of most shoppers. Organic’s benefits to personal health outrank its benefits to environmental health in purchase decisions, especially with younger consumers, and the sometimes-higher prices of organic products are not an obstacle to those health-conscious individuals.

Younger consumers – at every income level – are more willing to pay a premium for organic, according to the survey. Gen Z leads when it comes to prioritizing organic. As the generation matures, has children and advances professionally, all signs point to the Gen Zer’s being the drivers of organic in the future.

The survey asked consumers questions about their familiarity with certifications and claims, along with how they ranked specific claim attributes, among other questions. Results showed that USDA organic is the most trusted (74%) and most recognized (60%) label for US consumers. The survey also showed they prioritize organic products claiming to be free from toxic substances, synthetic hormones, genetically modified organisms, artificial coloring and flavors.

The sticking point for organic, according to Chapman, is shoppers frequently do not realize that organic certification inherently meets all these “free-from” expectations. The USDA organic label is supported by strict government standards that ban the use of pesticides and synthetic nitrogen fertilizers, antibiotics, synthetic hormones and GMO’s. The survey results showed there is an untapped opportunity to more clearly inform consumers, especially younger ones, about the full scope of what that organic label stands for.

“This latest survey shows a great opportunity for organic,” said Matthew Dillon, co-CEO of OTA. “Today’s younger consumers who are driving organic’s growth pay close attention to claims and want to know more about the products they’re buying. At times they don’t realize that organic encompasses the single-attribute claims they value, like no antibiotics or growth hormones. We have an opening here to educate consumers, about the broad sweep of value and the attributes organic offers.”