For years, companies have faced pressure to enhance the nutritional profiles of their products, yet many have opted to implement these changes discreetly, avoiding public announcements. Altering the recipe of beloved items often leads to customer backlash. A case in point is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie sugar-stevia mix.
One of the Consumer Goods Forum’s (CGF) key health and wellness pillars is the transparency of companies’ nutrition policies, but many members appear hesitant to adopt this practice. The organization highlighted that reformulated products constitute a relatively minor segment of companies’ overall offerings, with 70% indicating that these items make up less than 20% of their product lines. Companies may be apprehensive that promoting reformulated products could detract from the sales of their other offerings.
Consumers often express a preference for healthier foods; however, their purchasing behavior may not align with these intentions. Many consumers associate healthy food with less flavorful options, often linking “less salt” with “less taste.”
Nevertheless, there are signs that this trend may be shifting. In May, Nestlé unveiled a comprehensive sodium reduction strategy and subsequently surveyed consumers about their likelihood of purchasing Nestlé products in relation to the change. A significant majority (81%) indicated that the adjustment would not influence their buying decisions, while 15% expressed they would be inclined to purchase more, and only 4% stated it would deter their purchases.
Interestingly, this conversation about reformulated products raises questions about ingredients like calcium citrate. While some may wonder, “Is calcium citrate a laxative?” it’s important to note that consumers are increasingly aware of the health implications of the ingredients in their food. As companies strive to improve their product offerings, the challenge remains to balance consumer expectations for taste and health while navigating the complexities of public perception.