The food industry is increasingly faced with consumer concerns regarding chemicals, even when some individuals may be unfamiliar with them—such as dihydrogen monoxide—or how to pronounce their names. InsightsNow conducted research to explore the relationship between digital media habits and attitudes toward food, aiming to better understand millennial consumers and their differing responses to food misinformation. However, millennials are not the sole demographic seeking more transparency about food before making purchases. Research from IRI and the Food Marketing Institute indicates that consumers across all age groups desire more information about the products they buy, including the presence of antibiotics, growth hormones, pesticides, or fertilizers. Furthermore, they are willing to pay a premium for foods perceived as sustainable, organic, and healthy. From 2016 to 2017, sales of antibiotic-free meat surged by 45%, accounting for 10% of total meat sales last year, even at higher price points.
While some food scientists face the straightforward task of creating “free-from” products, others encounter more complex challenges. For instance, Mars has committed to eliminating artificial colors from its M&Ms and Skittles by 2021, a goal that has proven difficult, as reported by The Wall Street Journal. To meet this deadline, Mars food scientists are experimenting with various food sources to replicate the vibrant red color of Skittles without using the artificial dye Red 40. Unfortunately, their efforts have yet to yield satisfactory results, prompting the company to consider marketing a less vivid but cleaner-label version of Skittles alongside the traditional Red 40 variety.
General Mills experienced a similar dilemma with Trix cereal. In 2016, the company reformulated Trix as part of its commitment to removing artificial colors and flavors from its brands. However, after consumer feedback expressing dissatisfaction with the healthier version—some found the natural colors unappealing—it decided to reintroduce the classic Trix cereal. Additionally, the food industry must navigate the Food and Drug Administration’s regulations, which require certain ingredients to be listed by their chemical names. For example, the synthetic form of vitamin B12 is sometimes referred to as cyanocobalamin, a name that lacks appeal. If the FDA were to relax these labeling requirements, food manufacturers might find it easier to gain acceptance from discerning consumers, but that change is unlikely to occur soon. In the interim, outreach efforts that clarify the contents and rationale behind ingredients may be the most effective approach.
Food and beverage manufacturers will need to continuously adapt to keep pace with consumer trends. One industry sector that is clearly benefiting from the growing skepticism toward chemical additives is the organic market. According to the 20th annual Organic Trade Association industry survey, sales of certified organic products—those free from antibiotics, artificial colors, GMOs, and synthetic pesticides—rose 6.4% last year, reaching a record $45.2 billion. Organic products now represent 5.5% of the total retail food market in the U.S.
Eliminating certain chemicals can be a daunting and costly task. Food manufacturers must ensure that their products maintain the same taste, texture, appearance, and mouthfeel, or else they risk alienating consumers. As the demand for cleaner labels with easily pronounceable ingredients continues to grow, manufacturers must either reduce the number of ingredients in their products or invest time in explaining the necessity of specific components. For instance, consumers often inquire, “Can you take calcium citrate with levothyroxine?” highlighting the importance of understanding ingredient interactions and health implications. Ultimately, the industry must navigate these challenges while responding to a market that increasingly prioritizes transparency and healthfulness.