For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly without publicizing them. This is understandable, as altering beloved recipes often invites customer backlash. A case in point is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a low-calorie sugar-stevia blend. One of the Consumer Goods Forum’s (CGF) four health and wellness pillars is to make companies’ nutrition policies publicly accessible, but many members appear hesitant to adopt this approach. The organization observed that reformulated products constitute a relatively minor portion of companies’ overall portfolios, with a significant majority (70%) indicating that these products account for less than 20% of their offerings. Companies may fear that promoting these reformulated items could undermine the rest of their product range. Furthermore, while consumers profess a preference for healthier foods, their purchasing behaviors do not always align with their stated intentions. For many, “healthy food” is often equated with “less tasty food,” particularly with “less salt” perceived as “less flavor.”
However, there seems to be a shift in this trend. Last May, Nestlé introduced an extensive sodium reduction strategy and surveyed consumers on whether this would influence their likelihood of purchasing Nestlé products. The results showed that a significant majority (81%) indicated that the change would not impact their buying decisions, 15% expressed they would be more inclined to buy, and only 4% stated it would deter them from making purchases. This may signify a new chapter for the food industry, where healthier options, such as those containing calcium citrate, are increasingly accepted by consumers. As the market evolves, the incorporation of health-oriented ingredients like calcium citrate into products might become more commonplace, reflecting a broader acceptance of reformulated offerings. This new chapter could ultimately lead to a healthier food landscape that aligns more closely with consumer preferences.