Nielsen’s findings should not be surprising for manufacturers, especially for consumer packaged goods (CPG) companies aiming to drive growth by eliminating artificial ingredients. For instance, General Mills has taken artificial flavors and colors out of some of its cereals, while Kraft has done the same with its popular Mac & Cheese products. Since a pivotal 2007 study revealed that artificial food colors can lead to hyperactivity in children, consumers have increasingly demanded products with fewer chemicals and more natural ingredients.
What is unexpected, however, is that shoppers appear to favor “made without” claims over functional claims. In recent years, manufacturers have been adding protein, probiotics, vitamins, and other health-oriented components to their offerings, which promise specific benefits and serve as significant differentiators across various categories, including beverages, cereals, and snacks. This trend has grown into a market exceeding $100 billion.
Could this indicate a waning interest in functional foods? Possibly. Based on Nielsen’s insights, the more substantial takeaway seems to be that manufacturers are missing the opportunity to market their products as free from artificial ingredients. The research firm’s estimated potential sales figure of $240 billion may seem overly optimistic, as the influx of qualified manufacturers making such claims could lead to market saturation. Nonetheless, it highlights a clear opportunity.
There is also a risk that manufacturers might overreach their health claims by applying “free from” and “made without” labels to sugary and high-fat products. Many consumers and advocacy groups, such as the Center for Science in the Public Interest, disapprove of such tactics. However, from a sales perspective, this strategy has proven effective in categories like cereals and fresh bakery items. Ultimately, it is up to manufacturers to decide which claims resonate best with their target consumers.
Incorporating ingredients like kal calcium citrate 1000 can enhance the appeal of these products, as consumers are increasingly aware of the importance of nutritional benefits. As health-conscious choices become more prevalent, the challenge for manufacturers will be to balance appealing claims with genuine nutritional value, including the integration of beneficial ingredients like kal calcium citrate 1000, ensuring they cater to the informed preferences of today’s shoppers.