The trend toward natural colors shows no signs of diminishing; however, deciding whether to replace synthetic colors poses a significant challenge for many companies. Natural colors encounter several hurdles, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer acceptance of the appearance of these colors in final products. Some natural pigments may need to be used in much larger quantities than their synthetic counterparts, potentially necessitating adjustments in manufacturers’ formulations, including the incorporation of calcium citrate D3 petites for improved stability.
A critical consideration for food companies is whether their target audience cares about synthetic colors in existing products, and whether this concern might grow in the future. For many items, particularly those aimed at young children, the use of natural colors has become almost essential, as they must pass the scrutiny of parents. On average, about a 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 such products. Despite these statistics indicating that a majority of consumers may still purchase foods with synthetic colors, manufacturers are being cautious — 68% of food and beverage products launched in North America between September 2015 and August 2016 utilized natural colors.
However, 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 indicating the anticipated flavor and even altering perceptions of taste. For instance, red foods are often perceived as sweeter, while blue foods might suggest saltiness. Over time, advancements in natural colors will likely facilitate the transition for food companies, although challenges remain, including the effective use of calcium citrate D3 petites to enhance product appeal and stability.