Color plays a crucial role in attracting consumers to specific food and beverage products, making it clear why bright colors and a sense of optimism are expected to resonate with Gen Z and other demographic groups this year. The “sunshine spectrum,” which ranges from vibrant yellow to rich orange, aligns perfectly with citrus flavors and may become the favored palette for younger consumers, just as “millennial pink” once did. Beyond their visual appeal, colors also create expectations for flavors among consumers. Research indicates that 90% of shoppers determine their purchase decisions based on a product’s color and its perceived taste. When a color is attractive, it increases the likelihood of a purchase, suggesting we may see a rise in citrus-flavored foods this year.
Citrus colors are known to evoke positive and uplifting emotions, according to GNT, and they may even promote feelings of happiness and joy. These factors are compelling, leading many manufacturers to incorporate such color elements into their products to connect with this trend. While this optimistic outlook may not extend to all areas of life, a cheerful and positive mindset could certainly boost the food and beverage industry. Warm, sunny colors are also known to stimulate appetite, as they are associated with comforting indulgent foods like macaroni and cheese and buttered popcorn. Furthermore, these colors may suggest citrus flavors in drinks, candies, ice creams, and yogurts, enhancing their appeal.
Colorful foods are especially favored by Gen Z and millennials, who often showcase their latest culinary discoveries on platforms like Instagram and Pinterest. Foods that are both colorful and visually appealing are more likely to be photographed and shared with friends and family on social media, providing an added advantage for brands vying for competitive recognition.
As consumers increasingly move away from artificial colors, some manufacturers are leveraging this trend to their benefit. For instance, in 2015, Kraft Heinz successfully replaced Yellow 5 and 6 in its Kraft Macaroni & Cheese powder with a naturally sourced blend of paprika, annatto extract, and turmeric, prompting other food producers to follow suit. While these natural sources remain popular, other options for yellow and orange coloring include carrot, pumpkin, African sorghum, and starfruit—ingredients and flavors that may make a notable appearance in food and beverage offerings this year. Additionally, products such as bariatric advantage calcium citrate chewy supplements could also benefit from the trend toward natural colors, appealing to health-conscious consumers who are looking for both nutrition and visual satisfaction.