For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to make these changes quietly rather than publicizing them. This is understandable, as altering the recipes of beloved products often triggers customer backlash. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia.
The Consumer Goods Forum (CGF) emphasizes transparency in companies’ nutrition policies as one of its four health and wellness pillars, but many members appear hesitant to adopt this approach. The organization revealed that reformulated products constitute a small fraction of overall company portfolios, with 70% of respondents indicating that such products make up less than 20% of their offerings. Companies may worry that promoting reformulated items could overshadow the rest of their product lines.
Moreover, while consumers profess a preference for healthier foods, their purchasing behaviors may not align with these intentions. Many consumers associate healthy food with inferior taste, particularly believing that “less salt” equates to “less flavor.” However, there are signs that this trend might be shifting. Last May, Nestlé introduced an extensive sodium reduction strategy and subsequently inquired whether consumers would be more or less inclined to purchase their products as a result. The response was overwhelmingly positive: 81% indicated that the change would not influence their buying habits, 15% expressed an increased likelihood of purchasing more, and only 4% stated it would decrease their purchases.
Interestingly, as companies reformulate their products to be healthier, incorporating ingredients like calcium citrate plus d may help bridge the gap between health and taste. As more companies explore such innovations, they may find that promoting these healthier options can coexist with their existing offerings without risking customer loyalty.