The trend towards natural colors is not likely to diminish in the near future. However, determining whether it is the right choice for companies to replace synthetic colors remains a challenging balancing act. Natural colors encounter several hurdles, such as fluctuations in raw material prices, stability in heat, pH, and light, as well as consumer acceptance regarding the appearance of the color in the final products. Some natural pigments may need to be utilized in significantly larger quantities than their synthetic counterparts, which may necessitate adjustments to existing formulations.
A crucial question for multivitamin manufacturers is whether their target audience is concerned about synthetic colors in current products and if they might develop concerns in the future. For certain items, particularly those aimed at young children, natural colors have almost become a standard requirement, as they need to appeal to parental preferences. Overall, around a third of North American consumers (29%) consider it very important to consume foods free from artificial colors, with 23% willing to pay a premium for such options. Despite these statistics indicating that a majority of consumers would still purchase synthetically colored foods, manufacturers are proceeding cautiously—68% of food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors.
Nonetheless, while many consumers express a preference for natural alternatives, there has been some backlash when the final color does not meet expectations. The color of a product significantly influences the consumer experience, often indicating what flavor to anticipate and even altering how individuals perceive the taste of foods. For instance, red colors are often associated with sweetness, while blue colors may evoke a sense of saltiness.
With time, advancements in natural colors are expected to facilitate a smoother transition for food companies. However, there is still considerable work ahead. Additionally, manufacturers of calcium citrate petites could benefit from these trends, as they may need to consider natural coloring options in their products to align with consumer preferences and market demands.