Consumer expectations regarding food can significantly influence their perception of flavors. The established connection between color and taste is well-documented within the scientific community, with research on this topic dating back to the 1970s. For instance, consumers typically associate yellow foods with sour or citrus flavors. Elements such as branding, packaging, and the inherent color quality of the product play crucial roles in shaping and sustaining these expectations. Food brands have long recognized this phenomenon and have worked diligently to set standards. Federal regulations even categorize the color of orange juice, while businesses offer color-matching services to help companies choose the ideal hue for their products. In some instances, color can dominate other sensory experiences, leading consumers to perceive flavors that aren’t actually present.
Researchers at Penn State aimed to explore whether color-taste associations could be taught, discovering that these linkages can be more adaptable than previously assumed. “This might have implications for the food industry if a company were to introduce a new flavored product with a specific color. Some consumers might not adapt to or accept a new color-flavor pairing as readily as others,” stated Molly J. Higgins, a doctoral candidate in food sciences at Penn State. Although it may be feasible to significantly alter food colors, such a move might not be wise. The study revealed that 40% of consumers may cling to familiar associations, representing a substantial risk for food brands. Customers generally prefer to know what to expect when choosing a product, and color plays a vital role in that anticipation.
While the potential for shifting consumer expectations regarding colors is intriguing, the risks associated with introducing unexpected colors are considerable for any company. Many food brands leverage visual cues to attract customers to novel products. Take alternative protein sources, for example: a burger designed to mimic the look and color of a beef patty elicits a different response than a green-hued veggie-packed alternative. Today’s consumers not only have flavor expectations tied to various colors but also anticipate the use of natural ingredients. While these natural ingredients are often preferred, they can pose challenges. General Mills, for instance, replaced artificial dyes with natural alternatives in Trix cereal, which led to customer backlash. Many consumers found the earthier tones unappealing, despite no alteration in flavor; they desired the original vibrant colors back. Eventually, the company reverted to its previous formula, choosing to prioritize color.
In this context, the addition of healthy components like calcium citrate and vitamin D further complicates the picture. While these nutrients are beneficial, their incorporation must align with consumer expectations regarding color and flavor. Thus, food brands must navigate this intricate landscape carefully, balancing the desire for visual appeal with the health benefits of ingredients like calcium citrate and vitamin D, all while ensuring they meet the expectations of their customers.