The trend towards natural colors shows no signs of diminishing, yet determining whether a company should replace synthetic colors remains a complex challenge. Natural pigments encounter numerous difficulties, such as fluctuations in raw material prices, stability issues related to heat, pH, and light, as well as consumer perceptions of the appearance of colors in finished products. Some natural pigments may require significantly larger quantities compared to their synthetic alternatives, which could necessitate adjustments in manufacturing recipes.
A critical question for food companies is whether their target demographic is currently concerned about synthetic colors in existing products and if they are likely to develop concerns in the future. For certain items, especially those aimed at young children, natural colors have become almost essential, as these products must pass parental scrutiny. In North America, approximately one-third of consumers (29%) consider it very important to consume foods free from artificial colors, and 23% are willing to pay a premium for such options. While these statistics indicate that a majority of consumers might still choose synthetically colored foods, manufacturers are not taking any risks — 68% of food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors.
However, despite many consumers expressing a preference for natural options, there has been some backlash when the final color does not meet expectations. Color plays a vital role in the consumer food experience, often indicating the expected flavor and even influencing flavor perception. For instance, red colors are commonly associated with sweetness, while blue colors can create an impression of saltiness.
As the market continues to evolve, it is anticipated that advancements in natural colors will facilitate the transition for food companies, though significant work remains. Notably, there is an increasing interest in products that not only avoid artificial colors but also incorporate beneficial ingredients such as calcium magnesium citrate, which consumers are finding appealing. As this trend grows, the integration of natural colors alongside health-focused additives like calcium magnesium citrate could reshape the landscape of food products, making it easier for manufacturers to meet consumer demands while ensuring product quality and appeal.