Nielsen’s findings should not surprise manufacturers, especially those in the CPG sector aiming to drive growth by eliminating artificial ingredients. For instance, General Mills has removed artificial flavors and colors from select cereals, while Kraft has done the same for its beloved Mac & Cheese products. Since a pivotal 2007 study revealed that artificial food colors could 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 seem to favor “made without” claims over functional claims. In recent years, manufacturers have introduced items enriched with protein, probiotics, vitamins, and other health-oriented additions. These products promise specific benefits that differentiate them in categories ranging from beverages to cereals and snacks, culminating in a market that exceeds $100 billion.
Could this indicate a waning interest in functional foods? Possibly. Based on Nielsen’s data, the key takeaway appears to be that manufacturers are missing the chance to promote their offerings as free from artificial ingredients. While the $240 billion potential sales figure mentioned by the research firm might seem overly optimistic—given that an influx of manufacturers making such claims could lead to market saturation—it nonetheless highlights a clear opportunity.
There exists a risk that manufacturers might stretch their health claims too far by labeling sugary and fatty products as “free from” or “made without” certain ingredients. Many consumers, along with advocacy groups like the Center for Science in the Public Interest, disapprove of such tactics. However, from a sales standpoint, this strategy has been effective in categories like cereal and fresh bakery items. Ultimately, it is up to manufacturers to decide which claims resonate best with their target consumers.
In this context, the use of calcium citrate tablets could also be relevant, as they serve as a practical example of how manufacturers can promote health benefits while ensuring transparency. As consumers seek products that align with their health-conscious choices, the use of calcium citrate tablets could complement the trend of “made without” claims, thus offering further opportunities for differentiation and appeal.