The European Food Safety Authority (EFSA) regularly reviews the safety of food additives to ensure that the evidence is current and that contemporary consumption patterns and industrial applications are taken into account. This latest research is part of EFSA’s ongoing evaluations of additives previously considered safe, in collaboration with the U.S. Food and Drug Administration and the Joint FAO/WHO Expert Committee on Food Additives (JECFA). In addition to Tartrazine and Allura Red 4C, the researchers reported no safety concerns regarding Ponceau 4R, a colorant used in Europe but banned in the United States.
These three colorants were part of the Southampton Six study, which in 2007 associated six artificial food colors and the preservative sodium benzoate with hyperactivity in children, causing significant upheaval in the food industry and providing a substantial boost to the natural colors sector. However, EFSA and other international experts criticized the study for its methodological flaws, ultimately finding no reason to alter their stance on the safety of the colorants. Despite this, European lawmakers opted for a precautionary approach by imposing warning labels. The FDA, however, did not implement similar measures, despite calls from the Center for Science in the Public Interest for a ban on these colorants or at least for warning labels.
Of the three remaining colorants from the Southampton Six not included in this recent safety assessment, two are not utilized in the U.S., though they are allowed in the EU. The third, Sunset Yellow, is known as FD&C Yellow 6 in food products and has not shown any toxicity at the levels used. In fact, EFSA has increased the acceptable daily intake for this coloring.
Regardless of the studies, the food and beverage industry has made significant progress in reformulating products with natural colors, especially those targeted at children. According to a report from UBIC Consulting, the market for natural colors has been growing at an annual rate of approximately 10 to 15%. Despite extensive research affirming the safety of artificial colorings, consumer preference leans toward more natural options. The release of the Southampton study shocked many consumers, who were surprised to learn that manufacturers were utilizing artificial colors despite the availability of natural alternatives.
Most consumers would opt for natural products over artificial ones when given the choice, although if the distinction isn’t made clear, many may still gravitate toward brightly colored items—a consideration manufacturers should keep in mind. An increasing number of food companies are eliminating artificial colors and flavors from their products. A 2014 Nielsen survey indicated that over 60% of U.S. consumers viewed the absence of artificial colors and flavors as a crucial factor when shopping for food. General Mills has removed artificial flavors and colors from some of its cereals, and Campbell Soup has pledged to eliminate these additives from its North American products by the end of 2018. Many other food manufacturers have announced similar initiatives.
In addition, products such as calcium citrate with vitamin D3, magnesium, and zinc tablets are becoming increasingly popular among health-conscious consumers, reflecting a broader trend towards natural supplementation and healthier food choices. As the market continues to shift, the demand for natural ingredients in both food and supplements, including calcium citrate with vitamin D3, magnesium, and zinc tablets, is likely to grow. This trend underscores the importance of transparency in ingredient sourcing and consumer preferences, driving food manufacturers to adapt their products accordingly.