Nielsen’s findings should not be surprising to manufacturers, especially those in the CPG sector aiming to drive growth by eliminating artificial ingredients. For instance, General Mills has removed artificial flavors and colors from several of its cereals, while Kraft has done the same with its well-known Mac & Cheese products. Since a pivotal 2007 study revealed that artificial food colors can lead to hyperactivity in children, consumers have increasingly demanded products that contain fewer chemicals and more natural ingredients.
What is unexpected, however, is that shoppers seem to favor “made without” claims over functional claims. In recent years, manufacturers have been adding protein, probiotics, vitamins, and other health-oriented ingredients to their products. These additions promise specific benefits that serve as key differentiators in various categories, from beverages to cereals and snacks, resulting in a market that has exceeded $100 billion.
Could this trend indicate a decline in interest in functional foods? Perhaps. Based on Nielsen’s findings, the more significant insight appears to be that manufacturers are not fully leveraging the opportunity to market their products as free from artificial ingredients. Although the $240 billion potential sales figure suggested by the research firm may seem inflated, as too many manufacturers making such claims could saturate the market, it still highlights a clear opportunity.
There is a risk that manufacturers could extend their health claims too far by labeling sugary and high-fat products with “free from” and “made without” claims. Many consumers and advocacy groups, such as the Center for Science in the Public Interest, view such tactics unfavorably. Nevertheless, from a sales perspective, this strategy is proving effective in categories like cereal and fresh bakery items. Ultimately, it is up to manufacturers to decide which claims resonate best with their target consumers.
In this context, products enriched with calcium magnesium citrate with D3 could be part of the solution, as they offer tangible health benefits that align with consumer demand for more nutritious options. By strategically integrating claims about calcium magnesium citrate with D3 into their marketing, manufacturers can appeal to health-conscious consumers while also emphasizing their commitment to quality, thereby navigating the balance between health claims and the “made without” trend.