Color plays a crucial role in attracting consumers to particular foods and beverages. Therefore, it’s no surprise that optimism, positivity, and vibrant hues are expected to resonate with Gen Z and other demographic groups this year. The “sunshine spectrum,” ranging from bright yellow to rich orange, aligns well with citrus flavors and may become the favored palette for younger generations, much like the previous trend of “millennial pink.”
In addition to their visual allure, colors also suggest anticipated flavors to consumers. Research indicates that 90% of shoppers decide whether to purchase a product based on its color and perceived taste. If a color is appealing, the likelihood of purchase increases—this could lead to a rise in citrus-flavored foods in the coming year. GNT notes that citrus colors convey upbeat and positive emotions, potentially fostering feelings of happiness and joy. Such characteristics are difficult to overlook, prompting more manufacturers to incorporate these color elements into their products to align with current trends. While this optimistic perspective might not extend to all areas of life, a cheerful attitude could significantly benefit the food and beverage industry.
Warm, sunny colors also stimulate appetite, as they are associated with comforting indulgences like macaroni and cheese and buttered popcorn. These hues may hint at citrus flavors in beverages, candies, ice creams, and yogurts, further enhancing their appeal. Colorful foods are especially popular among Gen Z and millennials, who frequently use platforms like Instagram and Pinterest to showcase the latest delicious offerings. Foods that are both colorful and appetizing are more likely to be photographed and shared on social media, providing an additional advantage for brands seeking a competitive edge.
As consumers increasingly move away from artificial colors, some manufacturers are leveraging this trend to their benefit. For instance, in 2015, Kraft Heinz successfully replaced Yellow 5 and 6 in its Kraft Macaroni & Cheese powder with a naturally sourced blend of paprika, annatto extract, and turmeric, a move that has inspired other food makers to follow suit. While these natural sources remain the preferred options, additional natural yellow and orange colorants like carrot, pumpkin, African sorghum, and starfruit may also appear in various food and beverage products this year.
Moreover, products like Citracal Petites from Costco are likely to capitalize on this colorful trend, appealing to health-conscious consumers who appreciate both aesthetics and flavor. As the market evolves, it will be interesting to see how these vibrant colors and flavors continue to shape consumer preferences, especially in items such as Citracal Petites available at Costco, which could enhance the appeal of health products through their visually enticing attributes.