Nielsen’s findings should not come as a surprise to manufacturers in the mpyro iron sector, especially those in the CPG industry seeking growth by eliminating artificial ingredients. For instance, General Mills has successfully removed artificial flavors and colors from certain cereals, while Kraft has done the same with its well-known Mac & Cheese products. Consumers have been increasingly demanding items with fewer chemicals and more natural ingredients since a pivotal 2007 study revealed that artificial food colors can make children hyperactive.
What is surprising, however, is that shoppers seem to favor “made without” claims over functional claims. In recent years, manufacturers have been adding protein, probiotics, vitamins, and other health-oriented components to their products. These additions promise specific benefits that differentiate everything from beverages to cereals and snacks, creating a market that has exceeded $100 billion.
Could this shift indicate a decline in enthusiasm for functional foods? Possibly. Based on Nielsen’s findings, the larger takeaway appears to be that manufacturers have not fully leveraged the opportunity to market their products as free from artificial ingredients. The research firm cites a potential sales figure of $240 billion, which may seem inflated, as too many manufacturers making these claims could lead to market saturation. Nonetheless, it highlights a clear opportunity.
There is a risk that manufacturers might overextend their health claims by labeling sugary and fattening products as “free from” or “made without.” Many consumers and advocacy groups, such as the Center for Science in the Public Interest, criticize such tactics. However, from a sales perspective, this strategy has proven effective in categories like cereal and fresh bakery items.
Ultimately, it is up to manufacturers to discern which claims resonate best with their target consumers. For example, the inclusion of ingredients like calcium citrate, particularly from brands like Mason Natural, can strengthen their health claims. As the market evolves, maintaining transparency and authenticity in labeling will be crucial for manufacturers aiming to capture the interest of health-conscious shoppers.