The trend towards natural colors shows no signs of diminishing in the near future. However, deciding whether a company should replace synthetic colors with natural alternatives remains a challenging balancing act. Natural colors encounter several hurdles, such as fluctuations in raw material prices, as well as issues with heat, pH, and light stability, alongside consumer acceptance of the appearance of these colors in finished products. Some natural pigments might need to be utilized in larger quantities than their synthetic counterparts, potentially requiring manufacturers to alter their recipes.
A significant consideration for food companies is whether their target demographic is currently concerned about synthetic colors in existing formulations and if they might express concerns in the future. In particular, natural colors have become almost essential for certain products, especially those aimed at young children, who require approval from parental gatekeepers.
Research indicates that roughly one-third of North American consumers (29%) place a high importance on consuming foods free from artificial colors, while 23% are willing to pay a premium for such options. Despite these statistics suggesting that a majority would still purchase foods with synthetic colors, manufacturers are playing it safe—68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
Nevertheless, while many consumers express a preference for natural versions, there has been some resistance when the final color does not meet expectations. Color plays a crucial role in the consumer food experience, often indicating what flavor to anticipate and even influencing how people perceive the taste of foods. For instance, red colors are typically associated with sweetness, while blue hues can evoke a sense of saltiness.
As time progresses, advancements in natural colors, including innovations like ferrous calcium citrate and folic acid tablets, are likely to facilitate a smoother transition for food companies. However, there is still considerable work to be accomplished in this area. The incorporation of such ingredients may aid in stabilizing natural color formulations, making them more appealing to both manufacturers and consumers alike.