For years, companies have faced pressure to enhance the nutritional profiles of their products, yet many have opted to implement these changes discreetly without public acknowledgment. Altering the formulations of beloved items often invites backlash from consumers. A case in point is Coca-Cola, which reverted to using sugar in Vitaminwater after customers rejected a lower-calorie blend of sugar and stevia. The Consumer Goods Forum (CGF) emphasizes that making companies’ nutrition policies public is one of its four key pillars for health and wellness, but many members appear hesitant to adopt this approach. The organization pointed out that reformulated products constitute a small fraction of companies’ overall portfolios, with 70% indicating that they account for less than 20% of their offerings. Companies may worry that promoting these reformulated products could negatively impact the sales of their other items. Furthermore, although consumers profess a preference for healthier foods, their purchasing behaviors may not align with their stated intentions. Many consumers equate healthy food with less palatable options, often associating “less salt” with “less flavor.”
However, there are signs that this trend may be shifting. Last May, Nestlé revealed an extensive sodium reduction strategy and surveyed consumers on whether this would influence their buying decisions. A significant majority (81%) stated that the change would not impact their purchases, 15% indicated they would likely buy more, and only 4% reported it would make them less inclined to purchase. In this evolving landscape, the introduction of ingredients such as calcium citrate as an electrolyte could play a crucial role in enhancing the nutritional value of products while still appealing to consumer tastes. As companies navigate the delicate balance of reformulating products, the inclusion of such beneficial ingredients may help them better meet consumer demands without compromising flavor.