How EU and US Perspectives Diverge on ‘Organic’ Claims

Organic food has historically been associated with perceptions of sustainability and health across demographics. However, despite shared desires for transparency and quality, European and American brands and consumers continue to view organic claims in human and pet food through distinctly different lenses. This divergence stems from regulatory differences, levels of trust, and market maturity.  It is essential for human and pet food brands to understand these differences in order to establish credibility and consistency in the eyes of global consumers. Understanding these differences is essential for human and pet brands aiming to reach global consumers with credibility and consistency. 

For food and pet food brands, the decision to use organic ingredients goes beyond market demand. Organic certifications can strengthen consumer trust when backed by transparent sourcing and communication. However, this decision must also be balanced against perceived value. Both the EU and US markets share one persistent challenge: price sensitivity. Even consumers who prefer to buy organic cut back when prices rise—a reality especially evident in today’s cost-conscious economy. 

In Europe, consumer trust in organic claims is fragile, with only 40% of consumers reportedly trusting European organic labels. During a recent visit to Italy, one recurring observation stood out: many older consumers expressed disbelief in organic labels, doubting whether farmers’ practices actually met regulatory standards. Even with Europe having some of the strictest organic certification standards in the world, a study by the Organisation for Economic Co-operation and Development (OECD) reported that only 30% of products with an organic claim actually complied with these standards. Despite skepticism, the European organic market remains robust. The region holds the second-largest share of organic agricultural land globally, and per capita consumption is highest in Switzerland and Denmark, with Germany leading in total market size. 

This regulatory rigor contrasts sharply with the American landscape, where 74% of surveyed consumers trust the USDA Organic claim; however, only 56% of consumers trust that organic products are regulated and enforced by the government. Organic purchasing has grown significantly over the past decade, with organic food sales increasing by more than $33 billion from 2013 to 2024, reflecting a cultural shift toward health-conscious and environmentally aware consumption. In fact, over 30% of Gen Z and Millennial shoppers now say they “almost only” or “prefer” to buy organic foods. Recent data also shows that consumers earning under $100,000 annually are leading the rise in organic food purchases.  

Despite growing interest in purchasing organic foods, consumer understanding of what “organic” truly means remains unclear: almost half of Americans believe organic foods contain no pesticides, and many associate organic claims with enhanced animal welfare and nutritional benefits, perceptions that are not always aligned with regulatory definitions or consistent research.

Government support for sustainable agriculture and shifting generational preferences will likely drive consumer interest in organic products. Brand success will be dependent on bridging the gap between perception and proof, ensuring that “organic” means something verifiable and valuable. 

Navigating these different consumer mindsets requires region-specific strategies. At BSM Partners, we help brands navigate evolving trends and regulatory landscapes to make strategic, informed decisions about ingredient sourcing, claims, and market positioning. Whether you’re seeking to validate organic formulations or communicate their benefits effectively across markets, our cross-disciplinary team can help your brand stay ahead of change. 

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About the Author

Ada-Miette Thomas is a senior analyst at BSM Partners. She received both bachelor’s and master’s degrees in food science with an emphasis on nutrition. Ada-Miette conducted research with a focus on human nutrition and studied the effects of carbohydrate sources on markers of Metabolic Syndrome in adults.