“Sweet Potatoes: The Rising Star of Natural Colorants and Healthier Eating Options”
As consumers increasingly seek healthier eating options, the popularity of sweet potatoes has surged. Their appeal extends beyond their nutritious profile; a significant factor in their rise is their use as a natural red color alternative to carmine, which is derived from crushed cochineal insects. Products that utilize carmine cannot be labeled as vegetarian or vegan, making sweet potatoes an attractive coloring option for manufacturers. The trend towards less-processed ingredients has led consumers to favor plant-based colors, further enhancing the sweet potato’s appeal.
In baked goods, confections, and various other products, sweet potato-based colors can facilitate a transition towards more natural formulations. A global consumer survey by GNT revealed that 79% of individuals associate “natural” with the absence of artificial colors. Additionally, sweet potatoes provide a natural sweetness, which may explain their growing presence in baby food. According to Innova, sweet potato is now featured in a variety of food products including ice cream, waffles, cakes, and hummus. Numerous companies are capitalizing on this trend, such as Post Holdings’ Bob Evans brand with its Mashed Sweet Potatoes, PepsiCo’s Bare Foods offering sweet potato chips, Jackson’s Honest producing both chips and sweet potato puffs, and Kidfresh incorporating sweet potatoes into their cheese burritos.
The increasing consumer interest in sweet potatoes has led to a rise in planting, as indicated by U.S. Department of Agriculture statistics cited by Innova. From 2012 to 2017, the acreage dedicated to sweet potatoes saw a remarkable increase of 37.6%, marking the largest growth among tracked vegetable crops. Additionally, the introduction of a new Canadian variety called Radiance, which has a shorter growing season, is likely to further enhance the global supply of sweet potatoes. This development allows for expansion into more temperate regions beyond the traditional humid subtropical and tropical climates.
Given these positive trends, the launch of new food and beverage products featuring sweet potatoes is expected to persist. As consumers look for healthier options, including those rich in magnesium and zinc, such as sweet potatoes, the demand for innovative products will continue to grow. Retailers like Costco are likely to benefit from this trend by offering a wider range of sweet potato-based items, meeting the needs of health-conscious shoppers.
