In Consumer Perception of USDA Organic and Competing Label Claims , the Organic Trade Association (OTA) shares their findings on consumer perception, knowledge, and trust in organic claims, including how USDA Organic claims rank in relation to other common labels such as Local, Natural, Kosher, and Gluten-free. OTA’s report, which utilized data from an OTA/Euromonitor International Ltd. survey with over 2,500 respondents from the United States, outlines important consumer trends, priorities, and gaps related to organic products.

Five Key Takeaways from the OTA Report

With increasing numbers of health, environmental, and social product claims in the market, the risk of consumer misunderstandings about the USDA Organic label grows, threatening to dismantle its merit. Understanding current consumer perceptions of organic claims can help businesses protect the value and integrity of the USDA Organic label. This summary details five key takeaways from OTA’s research and provides recommendations to help businesses protect the value of their organic products.

USDA Organic is the most trusted and recognized product claim, but other claims are close behind.

According to OTA, 74% of surveyed consumers trusted and 60% recognized the USDA Organic claim, making it the most trusted and recognized claim by American consumers (OTA, 2025). However, several other certifications also resonated with consumers, including Non-GMO, Heart-Check, Gluten-free, and Kosher (OTA, 2025). With consumers finding a large assortment of labels important, ensuring the integrity of the USDA Organic label is essential to protect its consumer demand, recognition, and trust. Despite this, OTA’s research revealed some consumers doubt the USDA Organic label.

Although organic products are strictly regulated by the USDA National Organic Program, “only 56% of consumers see organic products as being government ‘regulated and enforced,’ which may indicate limited trust in the control and inspection process” or gaps in understanding of organic enforcement and regulation (OTA, 2025). While USDA Organic may be the most trusted claim in the market, this skepticism about organic products reduces the market value of USDA Organic claims.

Interest in health focused claims has grown, and consumers are missing the USDA Organic connection.

While USDA Organic may be the most trusted and recognized product claim, consumers found claims focused on personal health benefits the most important. OTA found that both committed and uncommitted organic consumers prioritize products with claims to be more nutritious; free from toxic fertilizers and pesticides; made without antibiotics, synthetic hormones, and artificial colors; and committed to clean ingredients (OTA, 2025).

Although USDA Organic products inherently encompass several of these desired attributes, consumers showed they don’t realize the connection. “Natural continues to rank higher [in terms of importance], with 50% of U.S. consumers reporting it as an important claim” (OTA, 2025). This disconnect demonstrates the need to educate consumers that organic products meet their demands for individualized health benefits (i.e., “natural” products).

The increasing number of product claims in the market creates an opportunity for misconceptions about the USDA Organic label.

The growth of minimally regulated and unregulated claims in the market, including terms like Local, Natural, Regenerative, and Regenified, has added to consumer confusion about the meanings of certifications. The terms Regenerative and Regenified threaten to muddle consumer trust in and understanding of USDA Organic certification.

OTA found that consumers ranked Regenerative Organic as the second most environmentally friendly claim, despite 30% of consumers not knowing the benefits of Regenerative and Regenified labels (OTA, 2025). Additionally, OTA found that “61% [of non-organic consumers] were unsure of the attributes that are represented by the organic label” (OTA, 2025). Although use of the Organic label requires certification, Regenerative does not, and the coupling of Regenerative and certified Organic labels may create consumer confusion surrounding USDA Organic certification.

Young consumers are paving new paths in the market.

Millennial and Gen Z consumers, who are “the sweet spot of consumers [that] prioritize organic products” (OTA, 2025), desire products that benefit others. According to OTA, “younger consumers are increasingly driven by broader social and environmental impacts when making purchasing decisions,” and the “rising influence of altruistic motivations” could represent a shift in the market (OTA, 2025). Although the majority of surveyed consumers currently value personal health benefit claims the most, expanding attention to altruistic benefits could alter consumer priorities when shopping.

Younger consumers show a desire for labeling that addresses social and environmental benefits in addition to the USDA Organic claim. OTA found that “Gen Z places more than double the importance on organic certification versus Boomers,” and “Millennials give equal importance to personal health claims and the organic certification itself” (OTA, 2025). This suggests that younger consumers look for both USDA Organic and individualized claims when making purchases.

Businesses can bridge the gap between consumer perception and the true meaning of labels.

One clear takeaway from OTA’s report is that consumers do not fully understand what the USDA Organic label means. Most importantly, consumers do not understand what the Organic label means for them. The abundance of minimally regulated and unregulated labels in the market has created an environment where “consumers’ perceptions of certifications and claims don’t always align with their true definitions or intended purposes” (OTA, 2025). Misinformation about USDA Organic products and fraudulent labeling can lead consumers to distrust the label, become unsure about the meaning of organic certification, and miss the connection that organic products inherently have personal health benefits. However, businesses can mitigate these concerns with thoughtful and targeted marketing.

What can businesses do?

Despite the several competing labels in the market, businesses can protect the value of their organic products in several ways, including:

• Educating consumers on the meaning of “free from” claims, environmental benefits, and the strict verification of organic products to reduce confusion and build consumer trust
• Utilizing fraud prevention plans, internal and external audits, and supply chain verification to minimize organic fraud opportunities
• Tailoring transparent marketing to primary organic consumers, who value altruistic claims, to establish a committed consumer base for the future
• Supporting USDA Organic claims with individualized health claims, especially “free from” statements, to make the connection between USDA Organic claims and consumers’ desired product benefits

Interested in protecting the value of your organic products or getting started in the organic market?

SES, Inc.’s experience in conducting organic complaint investigations for the USDA’s National Organic Program has given us unique and first-hand experience in organic product compliance and enforcement. We understand the root causes of organic fraud and mislabeling, which threaten the integrity of the organic label. With our experience, we can help you with a variety of organic integrity services, including building fraud prevention plans, conducting supplier outreach and audits, organic policy education, and supporting organic marketing compliance. Contact us at info@ses-corp.com or visit https://ses-corp.com/ to learn more.

Works Cited

Organic Trade Association, “Consumer Perception of USDA Organic and Competing Label Claims,” https://ota.com/resources/market-analysis/consumer-perception-usda-organic-competing-label-claims-report (paywall), Accessed 3 March 2025.