The trend toward natural colors shows no signs of diminishing, yet companies face a challenging decision when it comes to replacing synthetic colors. Natural pigments encounter various obstacles, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer acceptance of their appearance in final products. Some natural pigments may need to be used in significantly larger quantities compared to their synthetic alternatives, which could force manufacturers to adjust their formulations.
A pressing question for food companies is whether their target consumers are currently concerned about synthetic colors in existing products and if they might develop concerns in the future. For certain items, particularly those aimed at young children, the use of natural colors has become almost essential to appease parental gatekeepers.
In general, around a third of North American consumers (29%) consider it very important to consume foods without artificial colors, and 23% are willing to pay a premium for such options. Although these statistics indicate that a majority of consumers would still purchase products with synthetic colors, manufacturers are playing it safe—68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
However, despite many consumers expressing a preference for natural options, there has been some backlash when the final color does not meet expectations. Color plays a crucial role in the consumer food experience, often indicating what flavor to anticipate and potentially altering the perception of taste. For instance, red hues are often associated with sweetness, while blue colors can evoke a sense of saltiness.
Over time, advancements in natural colors, such as the potential use of calcium citrate in formulations, are likely to facilitate a smoother transition for food companies. Nevertheless, there remains significant work to be done in this area. The ability to effectively balance the use of natural colors while ensuring consumer satisfaction is vital, especially as more companies explore innovations like calcium citrate to enhance their products.