Although slightly more than two-thirds of all primary grocery shoppers are unwilling to pay higher prices for non-GMO products, half of specialty store shoppers are willing to pay more, according to a recent food market research study by The NPD Group on genetically modified organisms (GMO) awareness.
The labeling of genetically modified food is at the center of debate across the country, but the decision to buy or not buy non-GMO foods often is based on price, according to the market research company.
Education about GMOs could spur future grocery store purchasing shifts, however. More than half of U.S. consumers express some level of concern about genetically modified organisms, but when asked to describe GMOs, many primary grocery shoppers are unclear, which may be a factor in their unwillingness to pay a higher price for non-GMO foods, according to the NPD study, titled “Gauging GMO Awareness and Impact.” Also unclear to consumers is the prevalence of GMO vs. non-GMO items at grocery stores. Four out of 10 primary grocery shoppers either feel that they mostly buy non-GMOs while the same ratio of consumers say they are unsure.
There is a subset of primary grocery shoppers, however, who are aware and concerned about GMOs and who are willing to pay more (11 percent).
“Since more consumers over the last few years have been expressing concerns about GMOs, it’s time to have a dialogue 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.”
