The trend toward natural colors shows no signs of diminishing, yet determining whether to replace synthetic colors with natural alternatives remains a challenging decision for companies. Natural colors encounter various obstacles, including fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer acceptance regarding their appearance in final products. Some pigments may need to be used in significantly larger quantities than their synthetic equivalents, which could necessitate adjustments to manufacturing recipes.
A key question for food companies is whether their target demographic is currently concerned about synthetic colors in existing formulas and if they might develop concerns in the future. For certain products, especially those aimed at young children, the use of natural colors has become almost essential, as parents often act as gatekeepers in these purchasing decisions.
Overall, around a third of North American consumers (29%) consider it very important to consume foods without artificial colors, with 23% willing to pay a premium for such products. These statistics suggest that while a majority of consumers might still purchase foods with synthetic colors, manufacturers are erring on the side of caution—68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
However, despite many consumers expressing a preference for natural options, there has been some backlash when the final color does not meet expectations. Color plays a crucial role in the consumer food experience, often indicating anticipated flavors and even influencing taste perception. For instance, red hues are frequently associated with sweetness, while blue shades may evoke a sense of saltiness.
As the industry evolves, advancements in natural colors are expected to facilitate the transition for food companies. In the meantime, the introduction of products like Bayer Citracal Calcium Supplement illustrates how companies are adjusting to consumer preferences for more natural options. With continued innovation, the integration of natural colors, as seen with Bayer Citracal Calcium Supplement, may eventually become more seamless, although there is still progress to be made.