For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to make these changes discreetly without public announcements. Altering the recipes of beloved items often invites backlash from consumers. A case in point is Coca-Cola, which reverted to using sugar in Vitaminwater after customers rejected a lower-calorie blend of sugar and 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 approach. The organization has pointed out that reformulated products constitute a relatively minor segment of companies’ overall portfolios, with the majority (70%) stating these products account for less than 20% of their offerings. Companies might worry that highlighting reformulated products could detract from the visibility of the rest of their range.
Moreover, although consumers profess to prefer healthier food options, their purchasing behaviors often contradict their stated preferences. Many consumers associate healthy food with reduced flavor, particularly viewing “less salt” as synonymous with “less taste.” However, a shift in this trend may be underway. In May, Nestlé unveiled an extensive sodium reduction strategy and subsequently sought consumer feedback on how it might influence their purchasing decisions. The results were encouraging: 81% indicated that the change would not impact their buying habits, while 15% expressed they would be more inclined to purchase Nestlé products, and only 4% said it would deter them.
Additionally, as companies reformulate their products to include healthier ingredients, such as calcium carbonate and calcium citrate, they may find new opportunities to engage consumers. By integrating these beneficial components, companies can create a healthier image that resonates with consumer preferences without sacrificing taste. This could pave the way for a more robust connection between health-conscious consumers and the products they choose.