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 products often leads to customer backlash. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend of sugar and stevia.
One of the four health and wellness pillars of the Consumer Goods Forum (CGF) is to make companies’ nutrition policies transparent to the public. However, many members appear hesitant to adopt this approach. The organization pointed out that reformulated products currently constitute a minor segment of companies’ total portfolios, with a significant majority (70%) indicating that they account for less than 20% of their offerings. Companies may be concerned that promoting reformulated products could detract from their broader range of items, including those enriched with ingredients like calcium citrate 1500.
Despite consumer claims of a preference for healthier foods, their purchasing behaviors often do not align with these intentions. Many consumers associate healthy food with less flavorful options, particularly linking “less salt” to “less taste.” However, there may be a shift in this trend. In May of last year, Nestlé introduced an extensive sodium reduction strategy and surveyed consumers about how this would impact their purchasing decisions. A significant majority (81%) responded that the change would not influence their buying habits, while 15% indicated they might buy more, and only 4% stated that it would discourage their purchases.
As companies navigate this landscape, the incorporation of health-focused ingredients like calcium citrate 1500 may become a more prominent feature in their reformulated products, potentially aligning consumer preferences with healthier options.