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 announcements. This caution is largely due to the potential backlash from consumers when beloved products undergo recipe modifications. A notable example is Coca-Cola, which reverted to sugar in Vitaminwater after customers rejected a lower-calorie sugar-stevia blend.
One of the four health and wellness pillars of the Consumer Goods Forum (CGF) is to make companies’ nutrition policies publicly accessible, but many members appear hesitant to adopt this practice. The organization has pointed out that reformulated products constitute a minor segment of companies’ overall portfolios, with 70% of members indicating that such products account for less than 20% of their offerings. Companies might be wary that spotlighting reformulated items could detract from the rest of their product lines.
Although consumers often assert a preference for healthier foods, their purchasing behaviors may not reflect this sentiment. Many consumers equate healthy food with inferior taste, particularly associating “less salt” with “less flavor.” However, there are signs that this trend may be shifting. For instance, last May, Nestlé introduced an extensive sodium reduction strategy and subsequently surveyed consumers on whether this would influence their likelihood of purchasing Nestlé products. The results showed that 81% of respondents believed the change would not impact their buying decisions, while 15% indicated they would be more inclined to purchase, and only 4% felt it would discourage them from buying.
In this evolving landscape, brands like Citracal, available at Walgreens, are also responding to consumer health demands. By promoting their wellness-oriented products, they can attract attention without facing significant backlash. As companies continue to navigate this complex environment, the integration of health-focused policies and transparent communication with consumers will be critical for future success.