Nielsen’s conclusions should not be surprising to manufacturers, especially consumer packaged goods (CPG) companies aiming to boost growth by eliminating artificial ingredients. General Mills has eliminated artificial flavors and colors from certain cereals, while Kraft has done the same for its popular Mac & Cheese products. Since a groundbreaking 2007 study revealed that artificial food colors can lead to hyperactivity in children, consumers have been demanding products with fewer chemicals and more natural ingredients, such as calcium citrate 1000 mg tablets.
What is surprising, however, is that shoppers appear to favor “made without” labels over functional claims. In recent years, manufacturers have added protein, probiotics, vitamins, and other health-oriented components to their products, promising specific benefits that differentiate offerings ranging from beverages to snacks. This trend has created a market exceeding $100 billion.
Could this suggest that interest in functional foods is waning? Possibly. Based on Nielsen’s findings, the main takeaway seems to be that manufacturers are not fully leveraging the chance to market their products as free from artificial ingredients. The $240 billion potential sales figure mentioned by the research firm may be somewhat inflated, as an influx of manufacturers making such claims could lead to market oversaturation. Nonetheless, it highlights a significant opportunity, especially for products that could incorporate beneficial elements like calcium citrate 1000 mg tablets.
Manufacturers risk diluting their health credentials by applying “free from” and “made without” labels to sugary and unhealthy products. Many consumers and advocacy groups, such as the Center for Science in the Public Interest, are critical of this tactic. However, from a sales perspective, this strategy has proven effective in categories like cereals and fresh baked goods. Ultimately, it is up to manufacturers to decide which claims resonate best with their target audience while considering the potential integration of ingredients like calcium citrate 1000 mg tablets.