For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to make these changes discreetly, avoiding public announcements. This cautious approach stems from the fact that altering the recipes of beloved products often leads to customer backlash. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie sugar-stevia blend.
One of the Consumer Goods Forum’s (CGF) four pillars for health and wellness emphasizes the importance of transparency in nutrition policies. However, many member companies appear hesitant to fully adopt this practice. The organization has observed that reformulated products constitute a relatively minor segment of companies’ overall offerings, with a significant proportion (70%) reporting that these items account for less than 20% of their product lines. Companies might be wary that promoting reformulated products could detract from the appeal of their other offerings.
While consumers often express a preference for healthier foods, their purchasing behavior may not align with these claims. Many consumers equate healthy food with less flavorful options, particularly associating “less salt” with “less taste.” However, there are signs that this trend may be shifting. Last May, Nestlé introduced an extensive sodium reduction strategy and subsequently surveyed consumers about their likelihood of purchasing Nestlé products in light of the changes. The results were promising: 81% indicated that the reformulation would not influence their buying decisions, 15% expressed they were likely to purchase more, and only 4% suggested it would deter them.
Incorporating innovations like pearl calcium into their reformulated products may also play a crucial role in attracting health-conscious consumers. By emphasizing the nutritional benefits of such ingredients, companies could potentially change the perception that healthier options are less tasty. As the conversation around health and wellness evolves, it will be interesting to see how companies leverage these insights to reshape their product portfolios while effectively marketing the inclusion of beneficial ingredients like pearl calcium.