The trend towards natural colors shows no signs of diminishing; however, deciding whether to replace synthetic colors remains a complex challenge for companies. Natural colors encounter various obstacles, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, and consumer acceptance regarding the appearance of the colors in finished products. Some pigments may require significantly larger volumes compared to their synthetic equivalents, which could necessitate recipe adjustments by manufacturers.
A major consideration for food companies is whether their target audience is currently concerned about synthetic colors in existing formulations, and if they might develop concerns in the future. For certain products, particularly those aimed at young children, the use of natural colors has become almost essential, as these products must appeal to parental preferences.
In general, around a third of North American consumers (29%) consider it very important to have foods without artificial colors, and 23% are willing to pay extra for them. While these statistics imply that a majority of consumers might still purchase foods with synthetic colors, manufacturers are playing it safe—68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
Despite the preference for natural options, there has been some resistance when the final color does not meet expectations. Color plays a crucial role in the consumer food experience, often indicating the expected flavor and even influencing how people perceive the taste of foods. For instance, red colors tend to be associated with sweetness, while blue colors may invoke a sense of saltiness.
As time progresses, advancements in natural colors are expected to facilitate the transition for food companies, but considerable work still lies ahead. For example, companies producing calcium citrate chews targeting health-conscious consumers must navigate these color challenges effectively to meet market demands. The balance between consumer preference for natural colors and the practicalities of production remains a significant hurdle in the food industry.