However, when asked to describe GMOs, many grocery shoppers are unclear and say that it is genetically altered sometimes in a favourable way while at other times in an unfavourable way, according to recently released food market research by global information company, The NPD Group.

Genetic modification is defined by the US Department of Agriculture (USDA) as “the production of heritable improvements in plants or animals for specific uses, via either genetic engineering or other more traditional methods.”

The NPD study, entitled 'Gauging GMO Awareness and Impact', asked consumers to tell, in their own words, what the term GMOs means and the answers were diverse.

Common words used to describe GMOS from consumers were “genetically altered”, “not natural” and many consumers say “don’t know”.

Forty-four per cent of consumers say GMOs have some kind of benefit, yet at the same time, a higher percentage has some level of concern.

The study points out GMOs are more top-of-mind with consumers because of media coverage and various states’ legislative efforts to label genetically modified foods.

This increased awareness could also be a factor in increased levels of concerns about GMOs. In 2002, 43 per cent of consumers expressed any level of concern about genetically-modified foods and a decade later over half of US adults have some level of concern, according to NPD’s Food Safety Monitor, which continually tracks consumer awareness and concern about food safety issues and eating intentions.

As far as levels of concern, less than 10 per cent of adults were “very” or “extremely” concerned about GMOs in 2002, but now that concern level is at more than 20 per cent of adults, and has steadily increased.

“GMO’s have been an issue for some time now,” said Harry Balzer, chief industry analyst and author of 'Eating Patterns in America'.

“We are once again seeing more American adults concerned than not. I expect the market to follow these concerns.”