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. Changing the formulas of beloved products often leads to consumer backlash. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after customers rejected a lower-calorie sugar-stevia blend. The Consumer Goods Forum (CGF) emphasizes the importance of making companies’ nutrition policies public as part of its four health and wellness pillars. However, many members appear hesitant to adopt this practice. The organization observed that reformulated products constitute a relatively small fraction of companies’ overall portfolios, with 70% indicating these products make up less than 20% of their offerings. Companies might be wary that promoting reformulated products could detract from the rest of their range.
Interestingly, while consumers assert a preference for healthier foods, their purchasing behaviors often contradict these claims. Many consumers associate healthy food with less appealing taste, particularly perceiving “less salt” as synonymous with “less flavor.” Nonetheless, there seems to be a shift in this trend. Last May, Nestlé introduced an extensive sodium reduction strategy and solicited consumer feedback on whether this would influence their likelihood of purchasing Nestlé products. The results were encouraging: 81% stated the change would not impact their buying decisions, 15% indicated they would be more inclined to purchase, while only 4% felt it would deter them.
Incorporating health-focused ingredients like calcium citrate USP monograph could further enhance product appeal. By transparently sharing their nutrition policies and highlighting the benefits of reformulated products, companies may not only align with consumer preferences but also mitigate fears associated with changes in their offerings. As the industry evolves, embracing these practices could lead to better health outcomes and increased consumer trust.