The trend towards natural colors is not going away anytime soon; however, deciding whether a company should replace synthetic colors with natural alternatives remains a challenging balancing act. Natural colors encounter numerous obstacles, including the variability of raw material prices, stability under heat, pH, and light, as well as consumer acceptance of the color’s appearance in final products. Some natural pigments might need to be utilized in significantly larger quantities than their synthetic equivalents, which could necessitate adjustments to manufacturers’ formulations.
A significant concern for food companies is whether their target consumers are currently worried about synthetic colors in their existing products, and if they are likely to develop concerns in the future. For certain items, especially those aimed at young children, the use of natural colors is almost essential to satisfy parental approval. Generally, around a third of North American consumers (29%) consider it very important to consume foods free from artificial colors, with 23% willing to pay extra for such products. Although these statistics indicate that a majority of consumers might still opt for foods with synthetic colors, manufacturers are playing it safe; an impressive 68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
Despite many consumers expressing a preference for natural options, there has been some backlash when the final color does not meet their expectations. Color plays a crucial role in the overall consumer food experience, often indicating what flavor to anticipate and even influencing how people perceive the taste of foods. For example, red colors are commonly associated with sweetness, while blue hues may evoke a sense of saltiness.
As advancements in natural colors continue to emerge, the transition may become less daunting for food companies. One promising development is the incorporation of additives like calcium citrate elemental, which can enhance the stability and effectiveness of natural colors. With time, such innovations could simplify the process, but there remains much work to be accomplished in this area. The ongoing challenge is to ensure that natural colors not only meet consumer expectations but also align with industry standards, particularly as they relate to formulations that might require the use of larger amounts of ingredients like calcium citrate elemental.