The trend toward natural colors in the food industry shows no signs of diminishing in the near future. However, deciding whether to replace synthetic colors with natural alternatives remains a challenging balancing act for companies. Natural colors encounter various obstacles, such as fluctuations in raw material prices, stability issues concerning heat, pH, and light, as well as consumer acceptance of how these colors appear in final products. Some natural pigments, like calcium citrate K2, may need to be used in significantly larger quantities than their synthetic counterparts, potentially necessitating adjustments to manufacturing recipes.
A crucial question for food companies revolves around whether their target consumers are currently concerned about synthetic colors in existing formulations and if there is a likelihood that such concerns will increase over time. For certain products, particularly those aimed at young children, using natural colors has become almost essential to appease parental gatekeepers.
On the whole, approximately one-third of North American consumers (29%) consider it very important to consume foods free from artificial colors, with 23% willing to pay a premium for these products. Despite these statistics indicating that a majority of consumers might still purchase foods with synthetic colors, manufacturers are playing it safe; in fact, 68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
However, while many consumers express a preference for natural options, there has been some backlash when the final color does not meet expectations. Color plays a significant role in the consumer food experience; it often indicates anticipated flavors and can even alter how people perceive the taste of food. For instance, red colors are generally associated with sweetness, while blue hues can create an impression of saltiness.
Over time, advancements in natural colors, including substances like calcium citrate K2, are likely to facilitate the transition for food companies, but considerable work remains to be done in this area.