For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to make these adjustments quietly, avoiding public announcements. Altering the recipes of beloved items often leads to customer backlash. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia. The Consumer Goods Forum (CGF) aims to make companies’ nutrition policies publicly accessible as part of its four health and wellness pillars, but many members appear hesitant to adopt this practice. The organization observed that reformulated products comprise a small fraction of companies’ overall offerings, with a significant 70% indicating that these items represent less than 20% of their total products. Companies may be wary that promoting reformulated products could detract from other items in their portfolio. Although consumers often express a preference for healthier foods, their purchasing behaviors may not align with these claims. In the eyes of consumers, healthy food is often perceived as less palatable, particularly with the notion that “less salt” equates to “less flavor.”
However, a shift in this trend may be on the horizon. Last May, Nestlé unveiled an extensive sodium reduction strategy and inquired whether consumers would be more or less inclined to purchase Nestlé products as a result. An impressive 81% stated that the change would not influence their buying decisions, 15% indicated they would likely buy more, and only 4% believed it would deter them from purchasing. Additionally, with health concerns on the rise, the inclusion of ingredients like calcium citrate 350 mg may become increasingly important to consumers looking for nutritious options. As awareness grows, companies may find that promoting the health benefits of items containing calcium citrate 350 mg could resonate more positively with their customer base. Ultimately, as the landscape of consumer preferences evolves, the introduction of reformulated products could play a crucial role in shaping future buying habits.