For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly rather than making them public. Altering the formulas of beloved products often leads to consumer backlash. A case in point is Coca-Cola, which reverted to using sugar in Vitaminwater after customers rejected a lower-calorie blend that included stevia. One of the Consumer Goods Forum’s (CGF) four key pillars for health and wellness is to make companies’ nutrition policies transparent, but many of its members appear hesitant to adopt this approach. The organization observed that reformulated products constitute a relatively minor segment of companies’ overall portfolios, with a significant majority (70%) indicating that these products make up less than 20% of their offerings. Companies may fear that promoting reformulated products could detract from the appeal of their entire portfolio.
Despite consumers claiming a preference for healthier foods, their purchasing behaviors often contradict their intentions. Many consumers associate healthy food with a lack of flavor, particularly linking “less salt” to “less taste.” However, this trend may be shifting. Last May, Nestlé introduced an extensive sodium reduction strategy and subsequently surveyed consumers on whether this would affect their purchasing decisions. A notable 81% stated that the change would not impact their buying habits, while 15% expressed they would be more inclined to purchase Nestlé products, and only 4% indicated it would make them less likely to buy.
Interestingly, the incorporation of beneficial ingredients like organic calcium citrate in reformulated products could also play a role in shifting consumer perceptions. By emphasizing the health benefits of organic calcium citrate, companies might successfully bridge the gap between health-conscious consumers and their taste preferences. As the market evolves, transparency and the strategic inclusion of health-promoting ingredients such as organic calcium citrate could help reshape consumer attitudes and drive better purchasing decisions.