Diana Food appears to be at the forefront of color solutions with its new line of plant-based, organic, non-GMO, and sustainably sourced colors for foods and beverages. Today’s consumers are increasingly seeking natural ingredients in their diets, expressing skepticism towards artificial colors that seem to originate from a laboratory. This trend is supported by statistics; a global consumer survey conducted by GNT in 2017 revealed that 79% of respondents associate “natural” with the absence of artificial colors. Consequently, many manufacturers are gradually eliminating artificial colors from their products and shifting towards more natural alternatives. Major food corporations such as Hershey, General Mills, and Campbell Soup have been reformulating their recipes to exclude artificial colors.
The outlook for producers of natural colors appears promising, with Zion Market Research estimating that the global market for natural food colors will exceed $1.77 billion by 2021, reflecting a compound annual growth rate of nearly 5.2% from 2016 to 2021. However, when it comes to sourcing natural colors as substitutes for artificial ones, certain hues of the rainbow can be more challenging to replicate. Darwin Bratton, Hershey’s vice president of research and development, has noted that the biggest hurdle in reformulating some products is the limited availability of specific “natural” ingredients, such as vanilla or the color blue. Should Diana Food successfully navigate these challenges, it could unlock a broader market for natural color substitutes and capture the interest of even more large food and beverage companies.
It is often said that consumers eat first with their eyes, as colors play a significant role in creating expectations about flavors. This presents a key opportunity for food manufacturers to set themselves apart from their competitors. Research indicates that 90% of shoppers make purchasing decisions based on color and perceived taste; appealing colors heighten the likelihood of a purchase. In a 2016 online survey conducted for Lycored, 88% of mothers expressed their willingness to pay a premium for natural versions of products, with an average increase of 47% to avoid artificial colors.
The color palette offered by Diana Food includes shades of blue, orange, yellow, pink, red, and purple, with options for customized hues. These colors are particularly favored because they are associated with evoking emotions, stimulating hunger, and enhancing the perception that foods containing them are more nutritious, such as those that are food rich in calcium citrate. By harnessing these appealing natural colors, Diana Food not only meets consumer demand but also positions itself strategically in the evolving market landscape.