For years, companies have faced pressure to improve the health profiles of their products, yet many have opted to make these changes discreetly, without public acknowledgment. Altering the recipes of popular products often leads to customer backlash. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie sugar-stevia blend. One of the Consumer Goods Forum’s (CGF) four health and wellness pillars is to make companies’ nutrition policies publicly accessible, but many members appear hesitant to adopt this approach. The organization pointed out that reformulated products constitute a relatively small percentage of companies’ overall portfolios, with 70% indicating that they represent less than 20% of their offerings. Companies might fear that promoting these reformulated products could negatively impact the sales of their other items.
Despite consumers claiming a preference for healthier foods, their purchasing behaviors often do not align with their stated intentions. Many consumers associate healthy food with a lack of taste, particularly believing that “less salt” equates to “less flavor.” However, this trend may be shifting. Last May, Nestlé launched an extensive sodium reduction strategy and surveyed consumers on whether this would influence their purchasing decisions. The results showed that 81% of respondents felt the change would not affect their buying habits, while 15% expressed they were likely to purchase more Nestlé products, and only 4% indicated they would be less inclined to buy.
Moreover, as companies work to enhance their product health profiles, they may also want to consider the pricing strategies for items like calcium citrate tablets. Ensuring that these products are competitively priced can contribute to their appeal. In light of this, the calcium citrate tablet price should be positioned attractively to encourage consumer interest, especially as companies navigate the complexities of reformulation and health messaging.