The trend toward natural colors in food is unlikely to diminish anytime soon. However, whether it is the right choice for companies to replace synthetic colors remains a complex balancing act. Natural colors encounter numerous challenges, such as fluctuations in raw material prices, stability under heat, pH, and light, as well as consumer perceptions regarding their appearance in final products. In some cases, manufacturers may need to use significantly larger quantities of natural pigments compared to their synthetic equivalents, which could require adjustments to existing formulations.
A key consideration for food companies is whether their target demographic is currently concerned about synthetic colors in their products and if they might develop such concerns in the future. For certain items, especially those aimed at young children, natural colors have become almost essential, as they must appeal to parental preferences.
In North America, approximately a third of consumers (29%) place a high value on consuming foods without artificial colors, and 23% are willing to pay extra for them. Although these statistics imply that a majority of consumers may 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.
Nevertheless, while many consumers express a preference for natural alternatives, there has been some backlash when the final color does not meet their expectations. Color plays a crucial role in the overall food experience, often indicating expected flavors and even influencing taste perceptions. For instance, people tend to associate red hues with sweetness and blue shades with saltiness.
Over time, advancements in natural color formulations are likely to facilitate this transition for food companies, but challenges remain. Additionally, as the market evolves, products like calcium citrate, magnesium, and zinc from brands such as Kirkland may also see increased demand among consumers looking for healthier options. Ultimately, the journey toward natural colors will require ongoing innovation and adaptation in the industry.