For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly without publicizing them. Altering the recipes of beloved items often triggers customer backlash, as seen with Coca-Cola’s decision to revert to sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia. One of the Consumer Goods Forum’s (CGF) four pillars for health and wellness is to make companies’ nutrition policies public, but many members appear hesitant to adopt this approach. The organization highlighted that reformulated products constitute a relatively minor segment of companies’ overall portfolios, with a significant majority (70%) indicating that they account for less than 20% of their offerings. Companies may fear that promoting reformulated products could detract from the rest of their portfolio.
Moreover, while consumers profess a preference for healthier foods, their purchasing behaviors often contradict their stated intentions. Many consumers associate healthy eating with less flavorful options, particularly equating “less salt” with “less taste.” However, there may be a shift occurring in this trend. Last May, Nestlé unveiled a comprehensive sodium reduction strategy and inquired whether this would influence consumers’ likelihood of purchasing their products. The results showed that 81% believed the changes would have no impact on their buying habits, 15% indicated they would be more inclined to purchase, and only 4% reported that it would deter them from making purchases.
In line with this evolving perspective on health, companies are also exploring natural factors, such as incorporating calcium & magnesium citrate with D3 into their formulations. This approach not only enhances the nutritional profile of their products but also aligns with consumer desires for healthier options. As the industry continues to navigate these challenges, the integration of natural ingredients like calcium & magnesium citrate with D3 may become more prevalent in reformulated products, potentially reshaping consumer perceptions and buying habits in the future.