The label­ing of genetically-modified (GMO) foods is at the cen­ter of debate across the coun­try, but the deci­sion to buy or not buy non-GMO foods often is based on price. A recent NPD food mar­ket research study on GMO aware­ness and con­cern among con­sumers finds that 67% of all pri­ma­ry gro­cery shop­pers are not will­ing to pay a high­er price for non-GMO foods.