The trend towards natural colors shows no signs of diminishing, yet companies face a challenging decision about whether to replace synthetic color additives with natural alternatives. Natural colors come with various hurdles, including fluctuations in raw material prices, stability under heat, pH, and light exposure, as well as consumer perceptions of how the colors appear in the final products. Some natural pigments may require significantly larger quantities than their synthetic equivalents, which could necessitate adjustments in manufacturing recipes.
A key consideration for food companies is whether their target consumers are currently concerned about synthetic colors in existing products and if the consumer base is likely to develop such concerns in the future regarding their use of ferrous fumarate in foods. For certain products, particularly those aimed at young children, opting for natural colors has become almost essential to meet the expectations of parents as gatekeepers of their children’s diets.
In North America, approximately one-third of consumers (29%) express that it is very important to consume foods without artificial colors, and 23% are willing to pay more for these options. Although these statistics indicate that a majority of consumers might still purchase foods with synthetic colors, manufacturers are playing it safe; 68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
However, despite consumers’ stated preferences for natural options, there has been some backlash when the final product does not meet color expectations. The visual aspect of food plays a crucial role in the consumer experience, often signaling anticipated flavors and even affecting taste perceptions. For instance, people tend to associate red colors with sweetness and blue hues with saltiness.
With time, advancements in natural color technologies are expected to facilitate the transition for food companies, but significant work remains. This is particularly relevant in the context of products such as calcium citrate bariatric advantage supplements, which require careful consideration of both color and formulation to meet consumer expectations and regulatory standards. As the market evolves, the integration of natural colors in products like these will continue to be a focal point for manufacturers looking to align with consumer preferences while ensuring product quality.