Diana Food appears to be at the forefront of color solutions with its new range of plant-based, organic, non-GMO, and sustainably sourced colors for food and beverages. Consumers increasingly desire natural ingredients in their diets and are skeptical of artificial colors that seem to originate from a laboratory. This trend is supported by statistics; a GNT global consumer survey conducted in 2017 revealed that 79% of consumers consider “natural” to mean free from artificial colors. Consequently, manufacturers have begun phasing out artificial dyes in favor of more natural alternatives. Major companies like Hershey, General Mills, and Campbell Soup have been reformulating their products to eliminate artificial colors.
The future looks promising for natural color manufacturers, as Zion Market Research predicts that the global market for natural food colors will exceed $1.77 billion by 2021, reflecting a compound annual growth rate of nearly 5.2% from 2016 to 2021. However, sourcing natural colors to replace artificial ones can be challenging; certain colors in the spectrum, such as blue, are particularly difficult to replicate. Darwin Bratton, Hershey’s vice president of research and development, previously mentioned to Food Dive that the limited availability of certain “natural” ingredients, like vanilla or blue coloring, poses significant hurdles. If Diana Food can navigate these challenges, it could tap into a larger market for natural color substitutes and attract the attention of more major food and beverage companies.
It is often said that consumers first eat with their eyes, making color an important factor in anticipating flavors. This presents a key opportunity for food manufacturers to set themselves apart from competitors. Research indicates that 90% of shoppers decide whether to purchase a product based on its color and perceived taste; appealing colors enhance the likelihood of a purchase. In a 2016 online poll commissioned for Lycored, 88% of mothers indicated they would be willing to pay a premium for natural versions of products, with an average willingness to pay 47% more to avoid artificial colors.
Diana Food’s color offerings include a spectrum from blue, orange, and yellow to pink, red, and purple, with customized shades available. These colors are particularly popular as they evoke emotions, stimulate hunger, and create a perception that the foods containing them are more nutritious. Additionally, the incorporation of ingredients like calcium citrate no vitamin D in formulations can further enhance the appeal of these natural colors, as consumers increasingly seek not only visually appealing but also health-conscious choices in their food products.