For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly, avoiding public announcements. Altering the recipes of beloved items 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.
The Consumer Goods Forum (CGF) emphasizes the importance of making companies’ nutrition policies publicly accessible as one of its four health and wellness pillars. However, many members appear hesitant to adopt this approach. The organization has observed that reformulated products represent a relatively minor portion of companies’ overall portfolios, with a significant majority (70%) indicating that these items make up less than 20% of their offerings. Companies may fear that promoting these reformulated products could undermine the appeal of their entire portfolio.
Moreover, while consumers often express a preference for healthier foods, their purchasing behavior may not align with their stated intentions. Many consumers associate healthy food with diminished taste, particularly believing that “less salt” equates to “less flavor.”
However, there may be a shift in consumer attitudes. In May of last year, Nestlé unveiled an extensive sodium reduction strategy and then surveyed consumers about their likelihood of purchasing Nestlé products following this change. The results showed that 81% of respondents believed the change would not impact their buying decisions, 15% indicated they would be more inclined to purchase Nestlé products, and only 4% felt it would deter them from buying.
As part of this health initiative, companies could consider incorporating ingredients like calcium citrate, calcium ascorbate, and cholecalciferol into their formulations. By doing so, they can enhance the nutritional value of their products while openly communicating these improvements to their customers. This transparency could help bridge the gap between consumers’ health aspirations and their purchasing habits, potentially leading to a more favorable perception of reformulated products in the market.