The trend towards natural colors is not likely to diminish in the near future. However, the decision for companies to replace synthetic colors with natural alternatives remains a challenging balancing act. Natural colors encounter numerous obstacles, 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 significantly larger amounts than their synthetic equivalents, which could necessitate adjustments to manufacturers’ formulations.
A crucial consideration for food companies is whether their target market is currently concerned about synthetic colors in their products, and whether this concern might grow in the future. For certain items, particularly those aimed at young children, using natural colors has almost become a standard practice, as these products must appeal to parents.
Overall, approximately one-third of North American consumers (29%) believe it is essential to consume foods without artificial colors, and 23% are willing to pay a premium for such options. While these statistics indicate that a majority of consumers would still purchase foods containing synthetic colors, manufacturers are taking few risks—68% of food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors.
Despite the preference for natural options expressed by many consumers, there has been some backlash when the actual color does not meet expectations. Color plays a vital role in the consumer food experience, often indicating anticipated flavors and even altering perceptions of taste. For instance, consumers may associate red hues with sweetness, while blue shades might suggest saltiness.
As advancements in natural colors continue to evolve, the transition for food companies is likely to become more manageable. However, there is still much work ahead. Incorporating ingredients like calcium citrate and omega 3 fatty acids could also enhance the appeal of natural color formulations, addressing nutritional concerns while aligning with consumer preferences for healthier, synthetic-free options. The integration of these elements may further support the growing demand for natural colorants, making it essential for manufacturers to adapt their strategies accordingly.