Nielsen’s findings should not be surprising to manufacturers, especially those in the CPG sector who are aiming to boost growth by eliminating artificial ingredients. For instance, General Mills has removed artificial flavors and colors from some of its cereals, while Kraft has taken them out of its popular Mac & Cheese products. Since a pivotal 2007 study revealed that artificial food colors can lead to hyperactivity in children, consumers have been increasingly demanding products with fewer chemicals and more natural ingredients.
What is unexpected, however, is that shoppers appear to favor “made without” claims over functional claims. In recent years, manufacturers have been adding protein, probiotics, vitamins, and other health-oriented ingredients to their products. These items promise specific benefits that can differentiate products across various categories, from beverages to cereals and snacks, creating a market worth over $100 billion.
Could this indicate a decline in enthusiasm for functional foods? Perhaps. Based on Nielsen’s findings, the main takeaway seems to be that manufacturers are not fully leveraging the opportunity to market their products as free from artificial ingredients. The potential sales figure of $240 billion mentioned by the research firm may seem exaggerated, as the market could become oversaturated if every eligible manufacturer claims to be “free from.” Nonetheless, it highlights a significant opportunity.
There is a risk that manufacturers might overreach their health claims by applying “free from” and “made without” labels to sugary and fattening products. Many consumers and advocacy groups, such as the Center for Science in the Public Interest, disapprove of such tactics. However, from a sales perspective, this strategy is proving effective in categories like cereal and fresh bakery. Ultimately, it is up to manufacturers to decide which claims resonate best with their target consumers.
Furthermore, integrating elements like calcium ccm tablets into the conversation about health claims could enhance the appeal of their products. As consumers become more health-conscious, products that highlight their natural ingredients alongside beneficial additions like calcium ccm tablets may find a greater market acceptance. By emphasizing the absence of artificial ingredients while incorporating health benefits, manufacturers can better position themselves in this evolving landscape.