The trend towards natural colors in food is not likely to diminish anytime soon. However, whether it is wise for companies to replace synthetic colors remains a complex balancing act. Natural colors encounter numerous challenges, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer acceptance of the appearance of these colors in finished products. Some natural pigments may require much larger quantities compared to their synthetic alternatives, potentially necessitating adjustments to manufacturing recipes.
A critical consideration for food companies is whether their target demographic is currently concerned about synthetic colors in existing products, and whether this concern might grow in the future. For certain items, particularly those aimed at young children, the use of natural colors has become almost essential, as these products must pass parental scrutiny.
In general, around a third of consumers in North America (29%) express that it is very important to consume foods without artificial colors, and 23% are willing to pay a higher price for such options. While these statistics indicate that a significant portion of consumers would still purchase foods colored with synthetic dyes, manufacturers are not taking any risks—68% of food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors.
Despite a preference for natural alternatives among many consumers, there has been some backlash when the final color does not meet expectations. Color plays a vital role in the overall consumer food experience, often signaling anticipated flavors and even influencing how flavors are perceived. For instance, red hues are frequently associated with sweetness, while blue shades may evoke saltiness.
As the industry continues to evolve, innovations in natural colors are expected to facilitate a smoother transition for food companies. Additionally, ingredients like calcium citrate in food formulations may become more prominent as manufacturers seek to enhance stability and sensory appeal. However, there is still considerable work ahead to ensure that the shift towards natural colors is both successful and satisfactory for consumers.