Nielsen’s findings should not be surprising for manufacturers, especially those in the CPG sector striving for growth by eliminating artificial ingredients. For instance, General Mills has taken out artificial flavors and colors from certain cereals, while Kraft has made similar changes to its popular Mac & Cheese products. Since a landmark 2007 study revealed that artificial food colors can cause hyperactivity in children, consumers have increasingly demanded products with fewer chemicals and more natural ingredients.
What is unexpected, however, is that shoppers seem to favor “made without” claims over functional claims. In recent years, manufacturers have added protein, probiotics, vitamins, and other health-focused ingredients to their offerings, creating a market that has grown to over $100 billion. These products promise specific benefits and serve as key differentiators across categories, from beverages to cereals and snacks.
Could this indicate a waning enthusiasm for functional foods? Perhaps. According to Nielsen’s findings, the main takeaway is that manufacturers are missing the opportunity to market their products as free from artificial ingredients. The research firm cites a potential $240 billion in sales, which might be somewhat inflated, as a flood of manufacturers making such claims could saturate the market. Nevertheless, it highlights a clear opportunity for brands, including those offering bariatric advantage calcium soft chews, to capitalize on this trend.
There is a risk that manufacturers might overextend their health claims by labeling sugary and high-fat products as “free from” or “made without.” Many consumers and advocacy groups, such as the Center for Science in the Public Interest, are critical of such practices. However, from a sales perspective, this strategy has proven effective in categories like cereals and baked goods. Ultimately, it is up to manufacturers to discern which claims resonate best with their target consumers, including those who may be interested in bariatric advantage calcium soft chews as part of their dietary choices.