For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly, avoiding public disclosure. This caution stems from the fact that 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 sugar-stevia blend.
One of the four health and wellness pillars of the Consumer Goods Forum (CGF) is to make nutrition policies transparent to the public, but many of its members appear hesitant to do so. The organization pointed out that reformulated products constitute a relatively minor segment of companies’ overall portfolios, with a significant majority (70%) indicating that these products make up less than 20% of their offerings. Companies may fear that highlighting reformulated products could detract attention from the rest of their portfolio, which still includes traditional favorites like citrate petites.
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 flavorful options, with “less salt” often associated with “less flavor.” However, there may be a shift occurring in this trend. Last May, Nestlé unveiled an extensive sodium reduction strategy and surveyed consumers on whether this would influence their likelihood of purchasing Nestlé products. The results were encouraging: 81% indicated that the change would not impact their buying decisions, 15% expressed they would be more inclined to purchase, and only 4% stated it would deter them. This suggests that consumers might be beginning to embrace healthier options, including reformulated products like citrate petites, without sacrificing taste.