The trend of utilizing natural colors shows no signs of diminishing in the near future. However, determining whether a company should replace synthetic colors with natural alternatives remains a complex balancing act. Natural colors encounter various challenges, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer acceptance regarding the appearance of these colors in final products. Some natural pigments may require significantly larger quantities compared to their synthetic equivalents, which could compel manufacturers to adjust their formulations.
A significant consideration for food companies is whether their target demographic is currently concerned about synthetic colors in existing products and whether this concern might grow over time. For certain items, especially those aimed at young children, the use of natural colors has become almost essential, as these products need to appeal to discerning parents.
Overall, around one-third (29%) of North American consumers regard it as very important to consume foods without artificial colors, with 23% willing to pay extra for such options. Although these statistics indicate that a majority of consumers would continue to purchase foods containing synthetic colors, manufacturers are not taking any risks — 68% of food and beverage products introduced in North America from September 2015 to August 2016 incorporated natural colors.
However, despite a preference for natural options, there has been some backlash when the final color does not meet expectations. Color plays a crucial role in the consumer food experience; it often indicates what flavor to anticipate and can even alter the perceived taste of foods. For instance, red hues are often associated with sweetness, while blue shades may evoke a sense of saltiness.
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