Nielsen’s findings should not be surprising to manufacturers, especially consumer packaged goods (CPG) companies that are aiming to boost growth by eliminating artificial ingredients. For instance, General Mills has removed artificial flavors and colors from several of its cereals, while Kraft has done the same with its beloved Mac & Cheese products. Since a pivotal 2007 study revealed that artificial food colors can cause hyperactivity in children, consumers have been demanding products with fewer chemicals and more natural ingredients.
What is unexpected, however, is that shoppers appear to favor “made without” claims over functional claims. In recent years, manufacturers have added protein, probiotics, vitamins, and other health-oriented components to their products, creating items that promise specific benefits. This trend has evolved into a market exceeding $100 billion, encompassing everything from beverages to cereals and snacks.
Could this indicate a waning interest in functional foods? Possibly. Based on Nielsen’s findings, the main insight seems to be that manufacturers are not leveraging the opportunity to promote their products as free from artificial ingredients. The potential sales figure of $240 billion mentioned by the research firm might be somewhat inflated, as a flood of manufacturers making similar claims could lead to market saturation. Nevertheless, it signals a distinct opportunity.
There is also a risk that manufacturers might stretch their health claims too far by applying “free from” and “made without” labels to sugary and fatty products. Many consumers and advocacy groups, such as the Center for Science in the Public Interest, have expressed disapproval of such tactics. However, from a sales perspective, this strategy has proven effective in categories like cereals and fresh bakery items. Ultimately, it is up to manufacturers to decide which claims resonate best with their target consumers.
In this context, products fortified with calcium citrate 1000 mg with vitamin D could represent a strategic move for brands looking to appeal to health-conscious shoppers. By highlighting these beneficial ingredients alongside “made without” claims, manufacturers can carve out a niche, catering to the growing demand for transparency and healthfulness in food products. As the market continues to evolve, the balance between functional benefits and clean labeling will be crucial for manufacturers aiming to meet consumer expectations.