Companies have faced ongoing pressure for years to enhance the health profiles of their products, yet many have opted to implement these changes discreetly rather than making them public. Altering the recipes of beloved products often leads to backlash from customers. For instance, Coca-Cola reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia. Publicizing companies’ nutrition policies is one of the four health and wellness pillars of the Consumer Goods Forum (CGF), but many members appear hesitant to adopt this practice. The organization pointed out that reformulated products constitute a relatively small portion of companies’ overall offerings, with about 70% indicating that these items represent less than 20% of their total products. Companies might be wary that promoting reformulated products could detract from the rest of their portfolio. Although consumers profess a preference for healthier foods, their purchasing behaviors may not align with their stated intentions. Many consumers associate healthy food with less flavorful options, particularly linking “less salt” to “less flavor.”
However, this trend may be shifting. Last May, Nestlé introduced a comprehensive sodium reduction strategy and then surveyed consumers on whether this would influence their likelihood of purchasing Nestlé products. A significant majority (81%) indicated that the change would not impact their buying decisions, while 15% suggested they would be more inclined to buy more, and only 4% believed it would deter their purchases. In this evolving landscape, it’s crucial for companies to consider factors such as calcium citrate contraindications, ensuring that they not only reformulate their products for health benefits but also clearly communicate these changes to avoid confusion among consumers. By addressing calcium citrate contraindications in their messaging, companies can foster greater trust and transparency, potentially leading to improved consumer acceptance of healthier options.