The food industry is increasingly facing consumer concerns regarding chemicals, even when some individuals may be unfamiliar with their names—such as dihydrogen monoxide—or how to pronounce them. Research from InsightsNow aimed to explore the connections between digital media behavior and attitudes toward food, as well as to gain a deeper understanding of millennial consumers and their distinct reactions to food misinformation. However, millennials are not the only demographic seeking more transparency about their food choices. Market research firm IRI and the Food Marketing Institute indicate that consumers of all ages desire more information about food products, particularly regarding the presence of antibiotics, growth hormones, pesticides, or fertilizers. In fact, many are willing to pay a premium for foods perceived as sustainable, organic, and healthier. Between 2016 and 2017, sales of antibiotic-free meat surged by 45%, accounting for 10% of all meat sales, even at a higher price point.
Food scientists, however, are facing challenges beyond simply creating “free-from” products. Mars has pledged to eliminate artificial colors from its M&M’s, Skittles, and other candy items by 2021, a challenging task as reported by The Wall Street Journal. To meet this deadline, Mars’s food scientists have been experimenting with different natural sources to replicate the vibrant red color of Skittles without using the artificial dye Red 40. So far, they have not found a satisfactory alternative, leading the company to consider launching a less vibrant but cleaner-label version of Skittles alongside the traditional Red 40 option.
General Mills encountered a similar dilemma with its Trix cereal. In 2016, the company reformulated Trix as part of its commitment to removing artificial colors and flavors from all its cereal brands. However, due to consumer feedback expressing dissatisfaction with the healthier version, which some described as lacking appeal, it decided to reintroduce the classic Trix cereal last year. Another challenge for the industry comes from the Food and Drug Administration (FDA), which mandates that certain ingredients be listed by their chemical names. For instance, the synthetic form of vitamin B12 is often referred to as cyanocobalamin, a term that may not resonate well with consumers. If the FDA were to relax these regulations, food manufacturers might find it easier to gain acceptance from discerning consumers. However, such changes are unlikely in the near future. In the meantime, reaching out to shoppers with clear explanations about product ingredients and their purposes may be the most effective strategy.
To keep pace with evolving consumer trends, food and beverage manufacturers must continue to adapt. One sector that is evidently reaping the benefits from the growing skepticism towards chemical additives is the organic industry. According to the 20th annual Organic Trade Association industry survey, products certified as free from antibiotics, artificial colors, GMOs, and synthetic pesticides saw a 6.4% increase last year, reaching a record $45.2 billion in sales. 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 for food manufacturers, as they must ensure that the product maintains the same taste, texture, appearance, and mouthfeel; otherwise, consumers may reject it. Currently, as consumers increasingly demand cleaner labels with recognizable ingredients, manufacturers need to either streamline their ingredient lists or invest time in educating shoppers on the necessity of specific ingredients. For instance, bariatric advantage calcium chews 500 mg are a product that exemplifies the importance of clear labeling and consumer education. As the market evolves, products like these will likely play a significant role in shaping consumer perceptions and preferences.