For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly, avoiding public announcements. Altering the recipe of cherished products often leads to customer backlash, as seen with Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia. The Consumer Goods Forum (CGF) emphasizes the importance of making companies’ nutrition policies public as one of its four health and wellness pillars, but many members appear hesitant to adopt this practice. The organization has highlighted that reformulated products constitute a relatively minor segment of companies’ overall offerings, with 70% indicating these products make up less than 20% of their total lineup. Companies might be wary that promoting reformulated products could negatively impact the perception of their remaining portfolio.
While consumers often claim a preference for healthier foods, their purchasing behaviors may not align with their stated intentions. Many consumers associate healthy food with less palatable options, particularly linking “less salt” to “less flavor.” However, there are signs that this trend may be shifting. Last May, Nestlé unveiled a comprehensive sodium reduction strategy and subsequently surveyed consumers about their likelihood of purchasing Nestlé products in light of this change. The results showed that 81% of respondents indicated the change would not influence their buying decisions, while 15% expressed they would be more inclined to purchase more, and only 4% stated it would deter them from making purchases.
In this evolving landscape, the introduction of ingredients like calcium citrate with vitamin D3 and K2 in reformulated products could play a crucial role. By integrating such beneficial components, companies may not only improve the health profiles of their offerings but also positively influence consumer perceptions. As the industry moves forward, embracing transparency and innovative formulations will be vital for aligning consumer preferences with healthier choices, including the potential incorporation of calcium citrate with vitamin D3 and K2 in more products. Ultimately, the path toward healthier eating may require a shift in both product development and consumer attitudes.