Nielsen’s findings should not be surprising to manufacturers, especially those in the consumer packaged goods (CPG) sector who are aiming to drive growth by eliminating artificial ingredients. For instance, General Mills has removed artificial flavors and colors from certain cereals, while Kraft has done the same with its beloved Mac & Cheese products. Since a pivotal 2007 study revealed that artificial food colors can lead to hyperactivity in children, consumers have increasingly demanded products with fewer chemicals and more natural ingredients.
What is unexpected, however, is that shoppers appear to favor “made without” claims over functional claims. In recent years, manufacturers have added protein, probiotics, vitamins, and other health-oriented enhancements to their offerings. These products promise specific benefits and serve as key differentiators across various categories, from beverages to cereals and snacks, resulting in a market exceeding $100 billion.
Could this indicate a waning interest in functional foods? Perhaps. Based on Nielsen’s insights, the more significant takeaway is that manufacturers are missing the chance to promote their products as free from artificial ingredients. While the $240 billion potential sales figure mentioned by the research firm might seem optimistic—given that every eligible manufacturer making the claim could lead to market saturation—it still highlights a clear opportunity.
There is a risk that manufacturers might overreach their health claims by applying “free from” and “made without” labels to sugary and high-fat products. Many consumers and advocacy organizations, such as the Center for Science in the Public Interest, have raised concerns about these tactics. Nevertheless, from a sales perspective, this strategy has proven effective in categories like cereal and fresh bakery items. Ultimately, manufacturers must decide which claims resonate best with their target consumers.
In this context, products like nature made calcium citrate 500 mg could emerge as a compelling option for consumers seeking health-focused alternatives. By clearly communicating that their products are made without artificial ingredients, manufacturers can tap into the growing market for natural health supplements, including nature made calcium citrate 500 mg, and attract health-conscious shoppers looking for trustworthy options. Balancing the appeal of “made without” claims with substantive health benefits could be the key to success in this evolving market landscape.