The trend towards natural colors is likely to persist, but companies face a challenging decision when it comes to replacing synthetic colors. Natural pigments encounter numerous obstacles, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer perceptions of color in final products. In some cases, manufacturers may need to use significantly larger quantities of natural pigments compared to synthetic ones, which could necessitate adjustments to their formulations.
A critical question for food companies is whether their target demographic is concerned about synthetic colors in existing products and if they may develop concerns in the future. For certain items, especially those aimed at young children who are often influenced by parental choices, the use of natural colors has become almost essential.
Approximately one-third of consumers in North America (29%) prioritize foods free from artificial colors, with 23% willing to pay extra for these options. Despite these statistics indicating that a considerable number of consumers would still purchase foods with synthetic colors, manufacturers are opting for caution; 68% of food and beverage products introduced in North America from September 2015 to August 2016 incorporated natural colors.
However, while many consumers express a preference for natural colors, there has been resistance when the final product’s color does not meet expectations. Color plays a vital role in the overall food experience, often indicating expected flavors and even influencing taste perception. For instance, red hues are often associated with sweetness, while blue shades may suggest saltiness.
Over time, advancements in natural color technology, including the use of substances like calcium citrate, may facilitate this transition for food producers. Nonetheless, the journey is not without its challenges, and further efforts are required to address consumer expectations and ensure satisfaction. As companies navigate these complexities, they must consider the implications for their formulations, much like a blood transfusion that requires careful matching and compatibility to ensure a successful outcome.