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 case in point is Coca-Cola, which reverted to sugar in its Vitaminwater line after consumers rejected a lower-calorie blend sweetened with stevia. Making nutrition policies transparent to the public is one of the four health and wellness pillars of the Consumer Goods Forum (CGF), but many members appear hesitant to adopt this practice. The organization highlighted that reformulated products constitute a relatively small segment of companies’ overall portfolios, with 70% of members indicating that these products make up less than 20% of their offerings. Companies may worry that promoting these reformulated items could undermine the rest of their portfolio.
While consumers often express a preference for healthier foods, their purchasing behaviors may not align with their stated intentions. For many, healthy food is synonymous with less tasty options, particularly associating “less salt” with “less flavor.” However, there may be a shift in this trend. Last May, Nestlé unveiled an extensive sodium reduction strategy and sought consumer feedback on whether this would affect their likelihood of purchasing Nestlé products. The response was telling: 81% stated that the changes would not impact their buying decisions, 15% indicated they were more likely to purchase, and only 4% felt it would deter them from making purchases.
Incorporating health-focused ingredients, such as calcium citrate and vitamin D, into products is becoming increasingly important. With an emphasis on beneficial components like vitamin D and calcium citrate, companies are recognizing the value of enhancing their offerings while still appealing to consumer tastes. As companies continue to navigate the delicate balance of reformulating products, the integration of healthful ingredients—like calcium citrate and vitamin D—will likely play a crucial role in their strategies moving forward.