The trend toward natural colors is not expected to diminish anytime soon; however, the decision for companies to replace synthetic colors remains a challenging balancing act. Natural colors encounter numerous obstacles, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer perceptions regarding the appearance of products using ferrous gluconate. Some natural pigments may need to be utilized in significantly larger quantities than synthetic alternatives, which could necessitate changes in manufacturing recipes.
A key consideration for food companies is whether their target consumers are concerned about synthetic colors in existing formulations and if they are likely to develop concerns about iron-fortified foods in the future. In particular, natural colors are becoming almost essential for products aimed at young children, as parents often serve as gatekeepers in these decisions.
In general, around one-third of North American consumers (29%) express that it is very important to avoid artificial colors in their food, with 23% willing to pay a premium for such options. While these statistics suggest that a significant majority of consumers would still purchase foods with synthetic colors, manufacturers are playing it safe—68% of food and beverage products introduced in North America from September 2015 to August 2016 incorporated natural colors.
However, despite the preference for natural alternatives, there has been some backlash when the final color does not meet consumer expectations. Color plays a crucial role in the overall food experience, often indicating the anticipated flavor and even influencing taste perceptions. For instance, red foods are often perceived as sweeter, while blue foods may evoke a sense of saltiness.
As developments in natural colors continue to progress, the transition for food companies is likely to become smoother. Yet, there remains significant work ahead. This is particularly relevant for products like bariatric calcium supplements, where color may impact consumer choices. As the market evolves, achieving the right balance in color perception and ingredient formulation will be essential, especially for products that are increasingly scrutinized for their use of synthetic versus natural colors.