The trend toward natural colors is unlikely to diminish in the near future; however, deciding whether to replace synthetic colors with natural alternatives presents a complex challenge for companies. Natural pigments encounter numerous obstacles, including price volatility of raw materials, issues related to heat, pH, and light stability, as well as how consumers perceive the final appearance of the color in products. Some natural pigments may need to be used in significantly larger quantities than their synthetic counterparts, which could necessitate recipe adjustments for manufacturers.
A key concern for food companies is whether their target demographic is currently worried about the presence of synthetic colors in their products and if they might develop concerns in the future. In many cases, particularly for products aimed at young children—who require approval from parents—natural colors are becoming almost essential.
Research indicates that approximately one-third of North American consumers (29%) consider it very important to consume foods free of artificial colors, with 23% willing to pay a premium for such products. Despite these statistics suggesting that a majority would still consider foods with synthetic colors, manufacturers are not taking any risks; a significant 68% of food and beverage products launched in North America from September 2015 to August 2016 utilized natural colors.
However, there has been some consumer backlash when the final product’s color does not meet expectations. Color plays a crucial role in the overall consumer food experience, often indicating the anticipated flavor and even influencing taste perception. For instance, red hues are often associated with sweetness, while blue shades may suggest saltiness.
As the industry evolves, advancements in natural colors are likely to facilitate this transition for food companies, but challenges remain. For example, products like Kirkland’s calcium magnesium zinc D3 may need to consider these color trends as they develop new formulations. Ultimately, the successful integration of natural colors, including in supplements like Kirkland calcium magnesium zinc D3, will depend on consumer acceptance and the ability to meet their expectations regarding both appearance and flavor.