Non-GMO Project Verified items saw much steeper growth rates than other products between 2019 and 2021, according to a report from the Non-GMO Project and SPINS. Sales of frozen products with the Non-GMO Project’s butterfly seal grew 41.6% during the last two years, almost twice as much as those with no non-GMO labeling.

More than two-thirds of shoppers say they are more likely to buy products that are Non-GMO Project Verified. Sales of products with the Non-GMO Project’s butterfly label have grown more than those with the USDA Organic certification seal, but items with both saw the most growth — 19.8% over two years.

Label claims continue to be important to consumers, but they are not all created equal. Previous research found the Non-GMO Project’s seal drove more purchases in states that considered GMO labeling laws.

In the days that GMO labeling laws were being debated, it was estimated that 75% of grocery store products qualified as GMO. The breakdown may be different now, as more consumers are concerned with product labels and certifications. Large brands’ products that use GMO ingredients likely also saw huge sales during the last two years, especially during the early days of the COVID-19 pandemic, but the growth percentage might not have been as high as a smaller Non-GMO Project Verified product.

What the study does show is that Non-GMO Project Verified is a label certification that works.

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