For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to make these changes discreetly, avoiding public announcements. This hesitation often stems from the potential backlash associated with altering beloved recipes. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after customers rejected a lower-calorie blend of sugar and stevia.
One of the four health and wellness pillars of the Consumer Goods Forum (CGF) is the public disclosure of companies’ nutrition policies, but many members appear hesitant to adopt this practice. The organization has pointed out that reformulated products constitute a relatively small segment of companies’ overall portfolios, with about 70% indicating that such products make up less than 20% of their offerings. Companies may fear that promoting these reformulated items could detract attention from the rest of their product lines.
Moreover, while consumers often claim a preference for healthier foods, their purchasing behaviors may not align with their intentions. Many consumers associate healthy food with reduced flavor, particularly linking “less salt” to “less taste.” However, there are signs that this perception might be changing.
For instance, last May, Nestlé introduced an extensive sodium reduction strategy and sought consumer feedback on how this would influence their purchasing decisions. A significant majority (81%) indicated that the change would not impact their buying habits, while 15% expressed they would be more inclined to purchase Nestlé products, and only 4% said it would deter them.
In light of this evolving landscape, the introduction of ingredients like calcium citrate, which is often used to boost nutritional value, could play a crucial role. Companies like Leeford may benefit from integrating such health-focused ingredients into their products, potentially catering to the changing consumer sentiment towards healthier options. This trend suggests a growing opportunity for brands to openly embrace reformulated products that prioritize health without compromising on taste.