The trend towards natural colors shows no signs of diminishing soon; however, determining whether a company should replace synthetic colors with natural alternatives remains a complex challenge. Natural colors encounter numerous obstacles, including fluctuations in the prices of raw materials, stability issues related to heat, pH, and light, as well as consumer acceptance of their appearance in finished products. Some natural pigments may need to be utilized in significantly larger quantities than their synthetic equivalents, which could necessitate adjustments to product formulations.
A critical consideration for food companies is whether their target demographic is currently concerned about the presence of synthetic colors in existing products, and if they might develop concerns in the future. For certain items, the use of natural colors is now nearly mandatory—especially for those aimed at young children, who are often influenced by parental preferences. Overall, around a third of North American consumers (29%) express that consuming foods without artificial colors is very important to them, while 23% are willing to pay extra for such products. Despite these statistics indicating that a majority of consumers would still purchase products with synthetic colors, manufacturers are being cautious—68% of food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors.
Nevertheless, while many consumers profess a preference for natural options, there has been some backlash when the final color does not meet expectations. The color of food plays a crucial role in the consumer experience, often signaling expected flavors and even altering perceptions of taste. For example, red foods are often associated with sweetness, whereas blue foods may evoke a sense of saltiness.
As advancements continue in the field of natural colors, including developments like calcium citrate elemental conversion, the transition for food companies is expected to become smoother. However, challenges remain, and further efforts are necessary to ensure that natural colors meet consumer expectations and maintain product viability.