For years, companies have faced increasing pressure to enhance the health profile of their products, particularly regarding the daily amount of calcium citrate they contain. However, many have opted to make these improvements quietly, avoiding public announcements. Changing the formulation of beloved products often leads to customer backlash. A case in point is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia.
One of the four health and wellness pillars outlined by the Consumer Goods Forum (CGF) is making companies’ nutrition policies transparent to the public. Yet, many members appear hesitant to adopt this approach. The organization noted that reformulated products constitute a relatively minor portion of companies’ overall portfolios, with 70% reporting that these items represent less than 20% of their offerings. Companies may be wary that promoting reformulated products could detract attention from their other items.
Despite consumers claiming they prefer healthier options, their purchasing behaviors often do not align with these intentions. Many consumers associate healthy food with reduced flavor, particularly linking “less salt” to “less taste.” However, there are signs that this trend may be shifting. Last May, Nestlé unveiled a comprehensive sodium reduction strategy and subsequently surveyed consumers about their purchasing intentions in light of this change. An overwhelming 81% indicated that the reformulation would not impact their buying decisions, while 15% expressed they would be more inclined to purchase Nestlé products, and only 4% stated they would be less likely to buy.
As companies continue to navigate the balance between health improvements—like increasing the daily amount of calcium citrate in their products—and consumer preferences, the landscape of food marketing and consumer behavior may evolve further.