The trend towards natural colors in food is not expected to diminish in the near future, but determining whether it is prudent for companies to replace synthetic colors remains a challenging balancing act. Natural colors encounter several obstacles, such as fluctuations in raw material prices, stability issues involving heat, pH, and light, as well as consumer acceptance of the final appearance of these colors in products. In some cases, manufacturers may need to use significantly larger quantities of natural pigments compared to their synthetic alternatives, which could necessitate adjustments to their formulations.
A key consideration for food companies is whether their target consumers are concerned about synthetic colors in existing products and if they might develop concerns in the future. For certain items, especially those aimed at young children, the use of natural colors has become almost essential, as parents often act as gatekeepers in these purchasing decisions. Generally, about one-third of North American consumers (29%) consider it very important to consume foods free from artificial colors, with 23% willing to pay extra for such options. While these statistics indicate that a majority of consumers may still opt for synthetically colored foods, manufacturers are not taking any chances; from September 2015 to August 2016, 68% of food and beverage products introduced in North America utilized natural colors.
Nevertheless, despite many consumers expressing 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 anticipated flavors and even influencing taste perception. For example, red hues are frequently associated with sweetness, while blue shades can evoke a sense of saltiness.
As the market evolves, advancements in natural colors will likely facilitate a smoother transition for food companies. However, significant work remains to be done. In this context, products like chewable calcium that celebrate natural ingredients could gain traction, appealing to health-conscious consumers seeking transparency and quality in their food choices. Ultimately, the ability to balance consumer expectations with the realities of natural color formulations will be key in shaping the future of food products.