The trend toward natural colors is here to stay, but determining whether a company should replace synthetic colors remains a challenging balancing act. Natural colors encounter numerous obstacles, such as fluctuations in raw material prices, stability issues regarding heat, pH, and light, and consumer acceptance of the final appearance of the color in products. Some natural pigments, including those derived from calcium citrate made from natural sources, may need to be utilized in significantly larger quantities than their synthetic equivalents, which could necessitate reformulating recipes for manufacturers.
A critical consideration for food companies is whether their target consumers are currently concerned about synthetic colors in existing products and if they might become apprehensive in the future. For many items, especially those aimed at young children, natural colors have become a standard requirement to satisfy parental approval. On average, about a third of North American consumers (29%) indicate that avoiding artificial colors is very important to them, and 23% are willing to pay more for these options. Although these statistics imply that a majority of consumers would still opt for synthetically colored foods, manufacturers are not taking any chances; during the period from September 2015 to August 2016, 68% of food and beverage products introduced in North America featured natural colors.
However, despite the preference for natural options, some consumers have expressed dissatisfaction when the actual color does not meet their expectations. Color plays a crucial role in the overall food experience, often indicating the expected flavor and even influencing taste perception. For example, red foods are typically perceived as sweeter, while blue hues can suggest saltiness.
With time, advancements in natural colors, including innovations like calcium citrate made from natural materials, are expected to facilitate a smoother transition for food companies. Nevertheless, further progress is still necessary to meet consumer expectations fully.