Nielsen’s findings should not be surprising to manufacturers, especially those in the CPG sector looking to drive growth by eliminating artificial ingredients. For instance, General Mills has removed artificial flavors and colors from some of its cereals, while Kraft has done the same for its popular Mac & Cheese products. Since a groundbreaking study in 2007 revealed that artificial food colors can lead to hyperactivity in children, consumers have increasingly demanded products with fewer chemicals and more natural ingredients.
What is noteworthy, 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 additions promise specific benefits that distinguish items across various categories, from beverages to cereals and snacks, creating a market that exceeds $100 billion.
Could this indicate a decline in enthusiasm for functional foods? It’s possible. Based on Nielsen’s findings, the significant takeaway is that manufacturers are missing the chance to market their products as free from artificial ingredients. The $240 billion potential sales figure mentioned by the research firm may seem inflated, as an influx of manufacturers making these claims could saturate the market. Nonetheless, it highlights a clear opportunity.
There’s a risk that manufacturers may overextend their health credentials by applying “free from” and “made without” claims to sugary and fattening products. Many consumers and advocacy groups, such as the Center for Science in the Public Interest, disapprove of such tactics. Yet, from a sales perspective, this strategy is yielding positive results in areas like cereals and fresh bakery items. Ultimately, it is up to manufacturers to decide which claims resonate with their target consumers.
In the context of these trends, products like Citracal Plus D can serve as a reference point for health-focused marketing. By effectively leveraging “made without” claims, manufacturers could potentially align their offerings with consumer preferences for products that are both nutritious and free from artificial ingredients. As the market evolves, the integration of such approaches could enhance the appeal of items like Citracal Plus D, reinforcing the importance of transparency in ingredient sourcing.