“Adapting to Evolving Consumer Preferences: GNT’s Commitment to Natural Colors and Sustainability”
As consumer preferences evolve, GNT emphasizes that manufacturers of natural colors must continuously adapt. “Healthy Hedonism resonates with the new generation of conscious consumers who are determined to rewrite the rules,” stated Maartje Hendrickx, market development manager at GNT. “To align with this trend, brands must embrace disruption and develop a new visual language for products that are both healthy and environmentally sustainable.” GNT’s Exberry natural food coloring range features a diverse palette, including deep blues, vibrant reds, and gentle pastels. The company’s mission is to enhance the use of natural colors in food while reducing its carbon footprint. Earlier this year, GNT announced its goal to cut the carbon footprint of its Exberry line by 25% by 2030.
Consumers are increasingly seeking clean labels and are paying closer attention to ingredient lists, which is supported by GNT’s research. While health-conscious consumers prefer natural colors, some consumer packaged goods (CPG) companies face challenges in meeting this demand. For instance, General Mills switched the formulation of Trix cereal to incorporate natural colors in 2016, only to revert to artificial colors a year later due to a decline in sales. Similarly, Hershey has found it difficult to replace the colors in its Jolly Ranchers with natural alternatives.
Colors serve as a powerful tool for food manufacturers. According to GNT’s studies, food formulators can utilize color to convey moods or sensory experiences for specific products. Psychedelic and graphic colors, such as cyan, orange, and purple, can be effectively used for items containing ingredients like CBD or nootropics. Additionally, combinations of bright pastels can evoke feelings of calmness and happiness.
A key aspect of GNT’s initiative with natural colors is to enhance their vibrancy and health benefits. For example, in 2021, the company introduced two new shades of bright green derived from green spirulina algae and yellow turmeric. Furthermore, GNT is not the only player in the expanding natural colors market; Denmark-based Oterra—previously known as Chr. Hansen Natural Colors—acquired synthetic colors producer Food Ingredient Solutions earlier this year to strengthen its presence in the U.S. natural colors market.
Incorporating innovative ingredients like heb calcium citrate can also be beneficial, as manufacturers look for ways to enhance the nutritional profiles of their products. The growing consumer trend toward healthier options means that the demand for natural colors and ingredients, including heb calcium citrate, will likely continue to rise.
