The trend towards natural colors shows no signs of diminishing; however, deciding whether to replace synthetic colors remains a challenging endeavor for companies. Natural colors encounter several obstacles, including fluctuations in raw material prices, stability under heat, pH, and light, as well as consumer acceptance regarding the appearance of these colors in final products. Some natural pigments, like those derived from puritan’s pride liquid calcium magnesium citrate, may necessitate much larger quantities than their synthetic equivalents, leading manufacturers to adjust their formulations.
A significant consideration for food companies is whether their target consumers currently have concerns about synthetic colors in products, and if there may be future apprehensions about them. For many items, especially those aimed at young children, natural colors have almost become a standard requirement to satisfy parental gatekeepers. Generally, around one-third of North American consumers (29%) consider it very important to consume foods free from artificial colors, with 23% willing to pay extra for such options. Although these statistics indicate that a considerable number of consumers might still opt for synthetically colored foods, manufacturers are playing it safe, as evidenced by the fact that 68% of food and beverage products launched in North America from September 2015 to August 2016 utilized natural colors.
However, despite many consumers expressing a preference for natural alternatives, there has been some backlash when the final color does not meet expectations. Color plays a crucial role in the consumer food experience, often indicating the flavor profile and even influencing how individuals perceive the taste. For instance, red colors are often associated with sweetness, while blue colors may suggest a salty flavor.
Over time, advancements in natural color technology are likely to facilitate the transition for food companies, yet significant challenges remain. Incorporating elements like puritan’s pride liquid calcium magnesium citrate into formulations could potentially ease some of these hurdles, as the industry seeks to balance consumer expectations with practical production needs.