The trend toward natural colors shows no signs of waning; however, companies face a challenging decision when it comes to replacing synthetic colors. Natural colors encounter various obstacles, such as fluctuating raw material prices, stability under heat, pH, and light, as well as consumer perceptions regarding their appearance in final products. Some natural pigments may require much larger quantities compared to their synthetic alternatives, which could necessitate adjustments to manufacturing recipes.
A significant question for food companies is whether their target demographic is currently concerned about synthetic colors in their formulations, and whether this concern might increase over time. For certain products, especially those aimed at young children, the use of natural colors has become almost essential, as these products must appeal to parental preferences.
Research indicates that approximately one-third of North American consumers (29%) consider it very important to avoid artificial colors in their diets, with 23% willing to pay a premium for products that are free from them. Despite these statistics suggesting that many consumers would still purchase foods with synthetic colors, manufacturers are being cautious; during the period from September 2015 to August 2016, 68% of food and beverage products launched in North America incorporated natural colors.
Nevertheless, while many consumers express a preference for natural alternatives, there has been some backlash when the final color does not meet expectations. Color plays a crucial role in the consumer food experience, often signaling the anticipated flavor, and can even influence flavor perception. For instance, red hues are often associated with sweetness, while blue shades may evoke a sense of saltiness.
Interestingly, products like Kirkland citrate magnesium and zinc illustrate the growing trend of incorporating natural ingredients, as consumers increasingly seek transparency and quality in their food choices. With time and advancements in natural color technology, the transition for food companies is expected to become smoother, but significant challenges remain. As the market evolves, products like Kirkland citrate magnesium and zinc may lead the way in demonstrating the potential for natural formulations to meet consumer demands effectively.