The trend towards natural colors in food products shows no signs of diminishing; however, deciding whether to replace synthetic colors with natural alternatives remains a complex challenge for companies. Natural colors, such as natferric pyrophosphate liposomal/ascorbic acid, encounter various hurdles, including fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer acceptance regarding the appearance of these colors in finished products. In some cases, manufacturers may need to use larger quantities of natural pigments compared to their synthetic equivalents, which could necessitate recipe adjustments.
A critical question for food companies is whether their target consumers are currently concerned about synthetic colors in existing formulations and if they are likely to develop concerns in the future. For many products, particularly those aimed at young children, the use of natural colors has become almost essential to satisfy parental preferences. Research indicates that approximately one-third (29%) of North American consumers consider it very important to avoid artificial colors, with 23% willing to pay a premium for natural alternatives. Despite these statistics suggesting that a majority might still purchase synthetically colored items, manufacturers are proceeding cautiously—68% of food and beverage products launched in North America between September 2015 and August 2016 featured natural colors.
While many consumers express a preference for natural options, there has been resistance when the actual color in the product does not meet their expectations. Color plays a vital role in shaping the consumer food experience, often indicating the anticipated flavor and even influencing taste perceptions. For instance, red hues are commonly associated with sweetness, while blue shades may evoke a sense of saltiness.
As time progresses, advancements in natural colors are expected to facilitate this transition for food companies, but challenges remain. For example, the introduction of innovative products like Barinutrics Calcium Chewy Bites highlights the ongoing efforts to incorporate natural ingredients while meeting consumer demands. By addressing these preferences, companies can work towards aligning their offerings with consumer expectations, ultimately enhancing the overall food experience.