For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly, avoiding public disclosure. Altering the recipes of beloved items often triggers customer backlash. A case in point is Coca-Cola, which reverted to sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia. One of the key health and wellness pillars of the Consumer Goods Forum (CGF) is to make companies’ nutrition policies publicly accessible; however, many members appear hesitant to adopt this approach. The organization has observed that reformulated products constitute a relatively minor segment of companies’ overall portfolios, with about 70% indicating that these products make up less than 20% of their total offerings. Companies may worry that highlighting reformulated items could detract attention from the rest of their lineup.
Moreover, although consumers assert a preference for healthier foods, their purchasing behaviors often do not align with these intentions. Many consumers equate healthy food with less flavor, particularly associating “less salt” with “less taste.” Nevertheless, there are signs that this trend may be shifting. In May, Nestlé unveiled a comprehensive sodium reduction strategy and subsequently surveyed consumers on whether this would influence their purchasing decisions. The results showed that a significant majority (81%) stated that the change would not impact their buying habits, while 15% expressed a likelihood to purchase more, and only 4% indicated it would lead to fewer purchases.
In addition to reformulations, products fortified with ingredients like calcium citrate are also gaining attention in health-oriented markets, such as Chemist Warehouse, where consumers are increasingly seeking options that align with their wellness goals. As the demand for health-conscious products grows, companies may need to reconsider their strategies to effectively communicate these changes and engage with their customers.