The trend towards natural colors shows no sign of waning; however, deciding whether to replace synthetic colors with natural alternatives remains a complex challenge for many companies. Natural colors encounter various obstacles, such as fluctuations in the prices of raw materials, their stability under heat, pH, and light, as well as consumer acceptance of how these colors appear in finished products. Some pigments, such as calcium citrate magnesium, may need to be utilized in larger quantities compared to their synthetic counterparts, which could necessitate adjustments in manufacturing recipes.
A significant consideration for food companies is whether their target consumers are currently concerned about synthetic colors in existing formulations and whether this concern might grow in the future. For certain products, particularly those aimed at young children, natural colors have nearly become a standard requirement, as they must satisfy parental expectations.
In general, about one-third of North American consumers (29%) deem it very important to consume foods without artificial colors, and 23% are willing to pay a premium for such products. While these statistics indicate that a majority of consumers might still opt for synthetically colored foods, manufacturers are taking few risks; in fact, 68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
Despite the preference for natural options, some consumers have expressed dissatisfaction when the final color does not meet their expectations. Color plays a crucial role in the consumer food experience, often signaling the anticipated flavor and even influencing the perceived taste of foods. For instance, red colors are often associated with sweetness, while blue colors may evoke a sense of saltiness.
Over time, advancements in natural colors, including the use of calcium citrate magnesium, are expected to facilitate a smoother transition for food companies. Nevertheless, there remains significant work to be done in this area.