Most consumers will not pay more for non-GMO products


According to “Gauging GMO Awareness and Impact,” a new report from the NPD Group, Port Washington, N.Y., 67 percent of all primary grocery shoppers are not willing to pay a higher price for non-GMO foods. More than half of U.S. consumers interviewed for the survey-based report expressed some level of concern about GMOs. But when asked to describe GMOs, many primary grocery shoppers were unclear. This could be a factor in their unwillingness to pay a higher price for non-GMO foods.

Consumers were also unclear as to how prevalent GMO versus non-GMO items are at grocers, the report says. Four out of 10 primary grocery shoppers felt that they mostly bought non-GMO products, while the same amount of consumers said they were not sure.

Some consumers will pay more for non-GMO products

Of primary grocery shoppers, 11 percent are aware and concerned about GMOs, and these shoppers are willing to pay more. Additionally, half of consumers who primarily shop at specialty stores are willing to pay more for non-GMO products, the report states.

“Since more consumers over the last few years have been expressing concerns about GMOs, it’s time to have a dialog with shoppers about what they are and what roles they play in the food chain,” said Darren Seifer, NPD food and beverage industry analyst. “Manufacturers and retailers can take an active role in this conversation by helping to educate consumers about GMOs, and learning which food and beverage categories face scrutiny among consumers when they are trying to determine if the product contains GMOs. Marketers who wish to get messages out about their products as they relate to GMOs should engage both traditional and social media for effective communication avenues.”

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