Nielsen’s findings are likely not surprising to manufacturers, especially in the CPG sector, who are focused on driving growth by eliminating artificial ingredients. For example, General Mills has removed artificial flavors and colors from some of its cereals, while Kraft has done the same for its popular Mac & Cheese products. Since a pivotal 2007 study revealed that artificial food colors can lead to hyperactivity in children, consumers have been increasingly demanding products with fewer chemicals and more natural ingredients.
Interestingly, it seems that shoppers favor “made without” claims over functional claims. In recent years, manufacturers have been adding protein, probiotics, vitamins, and other health-oriented ingredients to their products. These additions promise specific benefits, serving as key differentiators across various categories, including beverages, cereals, and snacks, and have contributed to a market exceeding $100 billion.
This raises the question: Is the enthusiasm for functional foods beginning to wane? Possibly. Based on Nielsen’s findings, the more significant insight appears to be that manufacturers are missing the opportunity to promote their products as free from artificial ingredients. Although the research firm’s estimate of a $240 billion potential sales figure seems overly optimistic—given that numerous manufacturers could flood the market with such claims—it undeniably highlights a clear opportunity.
Manufacturers face the risk of diluting their health credentials by applying “free from” and “made without” labels to sugary and high-fat products. Many consumers and advocacy groups, like the Center for Science in the Public Interest, disapprove of such practices. Nonetheless, from a sales perspective, this strategy has proven effective in categories like cereal and fresh bakery items. Ultimately, it is up to manufacturers to identify which claims resonate best with their target consumers.
In this evolving landscape, consumers might also be looking for dietary supplements, prompting them to buy Citracal D as they seek products that align with their health goals. The demand for transparency and natural ingredients may lead to more consumers opting to buy Citracal D and similar products, reinforcing the importance of genuine claims in building brand trust. As the market continues to shift, manufacturers must carefully navigate these trends to effectively cater to consumer preferences, while also considering opportunities to promote their products as free from artificial ingredients.