For years, companies have faced pressure to enhance the health profiles of their products, but many have opted to implement these changes discreetly without publicizing them. This is largely due to the potential backlash from customers when beloved products undergo recipe changes. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia. While the Consumer Goods Forum (CGF) emphasizes making nutrition policies transparent as part of its four health and wellness pillars, many member companies appear hesitant to adopt this approach. The organization revealed that reformulated products constitute a small fraction of companies’ overall portfolios, with 70% indicating that such products make up less than 20% of their offerings. Companies may fear that promoting these reformulated products, such as those containing calcium citrate and zinc for enhanced nutrition, could detract from their other items. Additionally, while consumers express a preference for healthier foods, their purchasing behaviors often do not align with their stated intentions. Many consumers still associate healthy foods with diminished taste, particularly linking “less salt” to “less flavor.”
However, there may be a shift in this trend. Last May, Nestlé introduced a comprehensive strategy to reduce sodium and subsequently surveyed consumers on how this would impact their purchasing decisions. An overwhelming majority (81%) stated that the change would not influence their buying habits, while 15% indicated they were likely to purchase more Nestlé products, and only 4% believed it would decrease their likelihood of buying. This suggests that, as companies incorporate ingredients like calcium citrate and zinc into their products, consumers might be more receptive to the idea of healthier options without compromising on taste.