For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly, avoiding public announcements. This is largely due to the potential backlash from customers when beloved products undergo recipe alterations. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend featuring sugar and stevia.
One of the four health and wellness pillars of the Consumer Goods Forum (CGF) is to make companies’ nutrition policies publicly accessible, but many members appear hesitant to adopt this approach. The organization highlighted that reformulated products comprise a relatively minor segment of overall portfolios, with about 70% of companies indicating that these products account for less than 20% of their offerings. Companies may be wary that promoting their reformulated items could detract attention from the rest of their portfolio.
Interestingly, although consumers often state a preference for healthier foods, their purchasing behaviors may not align with these intentions. Many consumers associate healthy food with reduced flavor, particularly believing that “less salt” equates to “less taste.” Nonetheless, a shift in this trend might be on the horizon. Last May, Nestlé unveiled a comprehensive sodium reduction strategy and surveyed consumers on whether this would influence their purchasing decisions. The results showed that 81% claimed the change would not affect their buying habits, while 15% indicated they were likely to purchase more, and only 4% said it would deter them.
In addition to these health improvements, some companies are also looking to enhance their product formulations with beneficial ingredients such as calcium citrate. This initiative is gaining traction, as more consumers are becoming aware of the health benefits associated with higher calcium content. As the percent calcium in products increases, it may further encourage consumers to choose healthier options without compromising on taste, thus bridging the gap between health consciousness and flavor satisfaction.