The trend towards natural colors is not likely to diminish anytime soon; however, whether it’s a wise choice for companies to replace synthetic colors remains a complex balancing act. Natural colors encounter numerous challenges, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer acceptance of the final appearance of the color in products. Some pigments may need to be utilized in larger quantities than their synthetic alternatives, which might necessitate adjustments to manufacturers’ formulations, potentially impacting the overall citracal cost.
A significant question facing food companies is whether their target demographic is currently concerned about synthetic colors in existing products and whether such concerns might arise in the future. In many cases, natural colors have become almost essential, especially for products aimed at young children, as these must pass the scrutiny of parental gatekeepers. Overall, around a third of North American consumers (29%) express that it is very important to consume foods free from artificial colors, with 23% willing to pay a higher price for such options. Although these statistics indicate that a majority of consumers may still purchase foods with synthetic colors, manufacturers are not taking any risks; in fact, 68% of food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors.
Nonetheless, even though many consumers claim to prefer natural options, there has been some backlash when the final color does not meet expectations. Color plays a crucial role in the consumer food experience; it often indicates the anticipated flavor and can even influence the perception of taste. For instance, red hues are often associated with sweetness, while blue shades may imply saltiness. Over time, advancements in natural color technology are expected to facilitate the transition for food companies, but significant challenges remain, particularly concerning the citracal cost implications of such changes.