Nielsen’s findings should not come as a surprise to manufacturers, particularly in the consumer packaged goods (CPG) sector, who are aiming to foster growth by eliminating artificial ingredients. General Mills has removed artificial flavors and colors from some of its cereals, while Kraft has done the same with its popular Mac & Cheese products. Since a landmark 2007 study revealed that artificial food colors can cause hyperactivity in children, consumers have increasingly demanded products with fewer chemicals and more natural ingredients.
What is surprising, however, is that shoppers appear to favor “made without” claims over functional claims. In recent years, manufacturers have been adding proteins, probiotics, vitamins, and other health-oriented enhancements to their products, offering specific benefits that set them apart in categories ranging from beverages to cereals and snacks. This trend has burgeoned into a market exceeding $100 billion. Could this indicate a waning enthusiasm for functional foods? Perhaps.
According to Nielsen’s findings, the more significant takeaway seems to be that manufacturers are not fully leveraging the opportunity to market their products as free from artificial ingredients. The $240 billion potential sales figure cited by the research firm might be somewhat exaggerated, as an influx of manufacturers making such claims could lead to market saturation. Nevertheless, it clearly highlights a lucrative opportunity.
There is a risk that manufacturers might overreach their health claims by applying “free from” and “made without” labels to sugary and high-fat products. Many consumers and advocacy groups, such as the Center for Science in the Public Interest, disapprove of such tactics. However, from a sales perspective, this strategy has proven effective in categories like cereals and fresh bakery items. Ultimately, it is up to manufacturers to determine which claims resonate best with their target consumers.
In this context, products like Bariatric Advantage Calcium Chewy Bites are noteworthy as they exemplify the health-conscious trend. These chewy bites not only avoid artificial ingredients but also cater to a specific health niche, appealing to consumers looking for beneficial options. As more manufacturers, including those in the CPG sector, recognize consumer preferences for “made without” claims, it may pave the way for more product innovations similar to Bariatric Advantage Calcium Chewy Bites, reflecting a growing demand for healthier choices.