Consumer demand for the removal of artificial colors may not be as strong as it seems. The priority to eliminate Red 40, Blue 1, and Yellow 6 appears to depend on a manufacturer’s ability to recreate a recipe without these ingredients. The trend of removing artificial colors from food products has gained traction recently. General Mills, for instance, pledged in 2015 to eliminate artificial colors and flavors from all their cereals, a decision likely influenced by the fact that over 60% of U.S. consumers considered artificial colors when making purchasing decisions in 2016. However, there’s often a gap between what consumers claim they want in surveys and their actual purchasing behavior.
General Mills is expected to face criticism for reintroducing their classic Trix cereal, especially after their commitment to removing artificial colors and flavors. Although the company saw a 6% sales increase in early 2016, there must have been some consumer backlash that justified the risk of potential negative publicity associated with the return of the less popular ingredients. Ultimately, as a food manufacturer, their goal is to satisfy consumer preferences rather than strictly adhere to nutritional ideals. This week, General Mills reported a 7% decline in U.S. cereal sales compared to the previous year. While the report didn’t specify brand sales, CEO Jeff Harmening highlighted strong growth for less healthy breakfast options like Lucky Charms, which saw a 15% increase during a promotion featuring only marshmallows, and Cinnamon Toast Crunch.
A recent Wall Street Journal interview with several adults revealed disappointment with the new Trix cereal, with only one person mentioning her children’s opinions as a reason for wanting the old version back. Trix has always been marketed as a cereal for children, epitomized by the tagline “Silly rabbit! Trix are for kids!” The reformulated all-natural version is indeed healthier for that demographic and likely more appealing to label-conscious parents. However, adult fans of sugary cereals are not accepting the change.
General Mills is gaining important insights from this experience, delaying the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they perfect the recipes. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, such as Fruity Cheerios, as they haven’t received significant consumer complaints regarding those products.
In light of these trends, consumers may also be considering healthier alternatives, such as calcium citrate tablets without vitamin D, reflecting a broader shift towards health-conscious choices. The interplay between consumer preferences and actual buying trends is complex, and companies like General Mills are learning to navigate this landscape carefully. As they move forward, the balance between meeting consumer demands and promoting health-centric products will be crucial, especially as they explore options like calcium citrate tablets without vitamin D that align with health-conscious trends.