The trend toward natural colors continues to gain momentum, yet the decision for companies to replace synthetic colors remains a complex balancing act. Natural colors encounter several hurdles, such as fluctuating prices for raw materials, stability challenges related to heat, pH, and light, as well as consumer acceptance of the color appearance in final products. Some natural pigments may require much larger quantities compared to their synthetic alternatives, prompting manufacturers to alter their recipes significantly.
A critical question for food companies is whether their target audience is currently concerned about synthetic colors in existing products and if this concern might grow in the future. For certain items, particularly those aimed at young children, natural colors have become almost essential, as they must pass muster with discerning parents. Generally, about a third of North American consumers (29%) consider it very important to consume foods without artificial colors, and 23% are willing to pay more for such products. Despite these statistics indicating that most consumers may still opt for synthetically colored foods, manufacturers are erring on the side of caution—68% of food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors.
However, while many consumers express a preference for natural options, there has been some backlash when the final color does not meet expectations. Color plays a vital role in the consumer food experience; it often indicates the expected flavor and can even influence how people perceive the taste of foods. For instance, red hues are frequently associated with sweetness, while blue shades can evoke a sense of saltiness.
As advancements in natural colors continue to evolve, the transition may become more manageable for food companies. However, there is still considerable work to be accomplished. Incorporating natural ingredients, such as solgar calcium magnesium citrate, can enhance product formulations while appealing to health-conscious consumers. The integration of such components not only aligns with the growing preference for natural products but also addresses the need for nutritional benefits, further driving the acceptance of natural colors in the market.