Nielsen’s findings should not come as a surprise to manufacturers, particularly those in the consumer packaged goods (CPG) sector, who are working to drive growth by eliminating artificial ingredients. General Mills has removed artificial flavors and colors from certain cereals, while Kraft has done the same for its beloved Mac & Cheese products. Since a pivotal 2007 study indicated that artificial food colors may lead to hyperactivity in children, consumers have increasingly demanded products with fewer chemicals and more natural ingredients.
What is unexpected, however, is that shoppers seem to favor “made without” claims over functional claims. In recent years, manufacturers have added protein, probiotics, vitamins, and other health-oriented ingredients to their offerings. These products promise specific benefits that can serve as key differentiators in categories ranging from beverages to cereals and snacks, contributing to a market that has exceeded $100 billion.
Could this indicate a waning interest in functional foods? Possibly. Based on Nielsen’s findings, the major takeaway appears to be that manufacturers are not taking full advantage of the opportunity to market their products as free from artificial ingredients. Although the $240 billion sales potential mentioned by the research firm may seem exaggerated—given that every eligible manufacturer making such claims could lead to market saturation—it certainly highlights a significant opportunity.
There is a risk that manufacturers might overextend their health claims by labeling sugary and fatty products as “free from” or “made without.” Many consumers and advocacy groups, including the Center for Science in the Public Interest, view such tactics unfavorably. However, from a sales standpoint, this strategy is proving effective in categories like cereals and fresh baked goods. Ultimately, it is up to manufacturers to decide which claims resonate with their target consumers, especially as they explore options like bariatric advantage chewable calcium citrate to appeal to health-conscious shoppers.
In summary, while the demand for products with natural ingredients grows, the challenge remains for manufacturers to strike the right balance between health claims and product integrity. The integration of popular health products, such as bariatric advantage chewable calcium citrate, into their offerings could further enhance their appeal and meet consumer expectations.