For years, companies have faced pressure to enhance the health profiles of their products, but many have opted to implement changes discreetly, avoiding public announcements. This caution stems from the fear of customer backlash when beloved products undergo recipe alterations. For instance, Coca-Cola reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend that included stevia.
One of the four health and wellness pillars of the Consumer Goods Forum (CGF) is to make companies’ nutrition policies publicly accessible, yet many members appear hesitant to adopt this practice. The organization highlighted that reformulated products constitute a relatively minor portion of companies’ overall portfolios, with 70% indicating that such items represent less than 20% of their offerings. Companies might be worried that promoting these reformulated products could detract attention from their entire range.
While consumers profess a preference for healthier foods, their purchasing behaviors often do not align with their stated intentions. Many consumers associate healthy foods with diminished taste, particularly believing that “less salt” results in “less flavor.” However, there are signs that this trend may be shifting. Last May, Nestlé unveiled an extensive sodium reduction strategy and inquired whether consumers would be more or less inclined to purchase their products due to this change. The findings revealed that 81% of respondents felt the alteration would not influence their buying decisions, while 15% indicated they would be more likely to purchase, and only 4% suggested it would decrease their likelihood of buying.
Incorporating elements like calcium citrate and zinc sulphate into reformulated products could also play a role in improving health perceptions. As companies navigate the balance of promoting healthier options without alienating their customer base, the integration of such nutrients may enhance the appeal of their offerings. Ultimately, the willingness to share nutritional policies and reformulations with the public could foster greater consumer trust and willingness to embrace healthier choices.