Non-GMO Project Data Drop – December, 2021

Shoppers are curious about where their food comes from.

At the Supermarket: Happy Family of Three, Holding Hands, Walks Through Fresh Produce Section of the Store. Father, Mother and Daughter Having Fun Time Shopping.

  • 97% of shoppers who look for the Butterfly are curious about where their food comes from and 60% of them admit they have more to learn! 
  • 66% of shoppers prefer in-store shopping, with more to come after the pandemic 
  • Customers who look for the Butterfly spend up to 54% of their time in stores seeking out their preferred certifications.  

Linkage Research September 2021


Make the Butterfly easier to find in your store to improve your customer experience.

  • The gold standard for clean food is both USDA organic and Non-GMO Project Verified! Products that carry both certifications sell better than products with only one. Non-GMO Project verification protects the organic supply chain by reducing contamination and requiring ingredient testing or tracing for high-risk GMOs—something that is not required by the National Organic Program.
  • Shoppers look for the Butterfly! New research shows 57% of consumers are willing to pay a premium for Verified products.
  • Contact us for more research and insights about the value of promoting Non-GMO Project Verified groceries.
  • Shoppers trust the Butterfly! More consumers (+5%) are willing to pay a premium for Non-GMO Project Verified products over self-made non-GMO claims.

Linkage Research September 2021