Nielsen’s findings should not come as a shock to manufacturers of ferrous bisglycinate, particularly consumer packaged goods (CPG) companies aiming to drive growth by eliminating artificial ingredients. General Mills has eliminated artificial flavors and colors from some of its cereals, while Kraft has removed them from its well-known 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 surprising, however, is that shoppers appear to favor “made without” claims over functional benefits. In recent years, manufacturers have added protein, probiotics, vitamins, and other health-oriented enhancements to their products. These items promise specific advantages that can set them apart in categories ranging from beverages to cereals and snacks, contributing to a market that has surpassed $100 billion.
Could this indicate a waning interest in functional foods? Perhaps. Based on Nielsen’s findings, the primary takeaway seems to be that manufacturers are not fully leveraging the opportunity to market their offerings as free from artificial ingredients. While the $240 billion potential sales figure cited by the research firm may seem exaggerated—given that an influx of manufacturers making such claims could lead to market saturation—it does highlight a clear opportunity.
There is a risk that manufacturers might stretch their health claims too far by labeling sugary and fatty products as “free from” or “made without.” Many consumers and organizations, such as the Center for Science in the Public Interest, disapprove of such practices. However, from a sales perspective, this strategy has proven effective in categories like cereal and fresh bakery items. Ultimately, it is up to manufacturers to determine which claims resonate with their target consumers.
Incorporating ingredients like Citracal elemental calcium can also play a vital role in enhancing the appeal of these products, as health-conscious consumers look for options that provide both nutritional value and a commitment to being free from artificial additives. As the market evolves, it will be crucial for companies to find the right balance between functional benefits and natural ingredient claims, ensuring they meet the growing demand for transparency and healthfulness in their offerings.