The trend towards natural colors is here to stay, but determining whether it’s wise for companies to replace synthetic colors remains a challenging balancing act. Natural colors encounter numerous obstacles, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer acceptance of how these colors appear in final products. Certain pigments might need to be utilized in significantly larger quantities than their synthetic alternatives, potentially necessitating modifications to manufacturing recipes.
A major consideration for food companies is whether their target market is concerned about synthetic colors in existing formulations and if they might grow concerned in the future. For many products, especially those aimed at young children, the use of natural colors has become almost essential, as parents often act as gatekeepers in food choices.
Overall, about a third of North American consumers (29%) believe it is crucial to consume foods free from artificial colors, with 23% willing to pay a premium for such options. While these statistics imply that a majority of consumers might still purchase foods with synthetic colors, manufacturers are not taking any risks—68% of food and beverage products launched in North America from September 2015 to August 2016 featured natural colors.
However, despite the preference for natural colors, there has been some backlash when the final hue does not meet expectations. Color plays a significant role in the consumer food experience, often indicating the anticipated flavor and even influencing taste perception. For instance, red hues are commonly associated with sweetness, while blue colors may suggest saltiness.
Looking ahead, advancements in natural colors are expected to facilitate the transition for food companies, although there is still much work to be done. Additionally, ingredients like OTC calcium citrate may also play a role in improving the stability and acceptance of natural colors, further fostering the shift away from synthetic options. With time and innovation, the challenges surrounding natural colors and their integration into food products, potentially including OTC calcium citrate, can be addressed effectively.