Nielsen’s findings are likely not surprising for manufacturers, especially those in the CPG sector aiming to drive growth by eliminating artificial ingredients. For instance, General Mills has taken out artificial flavors and colors from some of its cereals, while Kraft has removed them from its well-loved Mac & Cheese products. Since a pivotal 2007 study revealed that artificial food colors can lead to 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 been adding proteins, probiotics, vitamins, and other health-oriented enhancements to their products, which promise specific benefits and have emerged as key differentiators across categories from beverages to cereals and snacks, creating a market worth over $100 billion.
Could this indicate a waning interest in functional foods? Perhaps. Based on Nielsen’s findings, the more significant takeaway appears to be that manufacturers are not fully leveraging the opportunity to promote their products as free from artificial ingredients. The research firm estimates a potential sales figure of $240 billion, which may seem optimistic, as an influx of manufacturers making such claims could lead to market saturation. Nonetheless, it highlights a clear opportunity.
There is a danger that companies might extend their health claims too far by labeling sugary and fatty products with “free from” and “made without” claims. Many consumers and advocacy organizations, like the Center for Science in the Public Interest, oppose these tactics. However, from a sales perspective, this strategy has been fruitful in categories such as cereals and fresh bakery items. Ultimately, it is up to manufacturers to decide which claims resonate best with their target consumers, particularly as they explore options like calcium citrate chewy bites 500mg.
As the market evolves, incorporating items like calcium citrate chewy bites 500mg could become a part of their strategy to meet consumer demand for healthier alternatives. It will be crucial for manufacturers to balance health claims appropriately, especially as they consider adding products like calcium citrate chewy bites 500mg to their offerings. In conclusion, while the landscape is shifting, there remains a significant opportunity for brands to connect with consumers by emphasizing natural ingredients and thoughtful claims, including those related to calcium citrate chewy bites 500mg.