“Bridging the Gap: How Companies Can Shift Consumer Perceptions of Healthier Products”

For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly, avoiding public announcements. Altering the formulas of cherished items often leads to customer backlash; for instance, Coca-Cola reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend featuring sugar and stevia. One of the four health and wellness pillars of the Consumer Goods Forum (CGF) is to make companies’ nutrition policies transparent to the public, but many members appear hesitant to adopt this approach. The organization has observed that reformulated products constitute a relatively minor segment of companies’ overall portfolios, with around 70% indicating that they represent less than 20% of their offerings. Companies may worry that highlighting these reformulated products could detract from the rest of their portfolio. Furthermore, while consumers often claim a preference for healthier foods, their purchasing behaviors might not align with these intentions. Many consumers equate healthy food with less appealing options, particularly associating “less salt” with “less flavor.”

However, there may be a shift occurring in this trend. Last May, Nestlé introduced a comprehensive sodium reduction strategy and subsequently inquired whether consumers would be more or less inclined to purchase Nestlé products as a result. A significant majority (81%) stated that the change would not impact their purchasing decisions, 15% indicated they were likely to buy more, and only 4% said it would make them less likely to buy. Notably, Nestlé’s reformulation efforts have included options with enhanced nutritional benefits, such as those containing 500 mg of calcium citrate, which can appeal to health-conscious consumers. As more companies explore the integration of healthful ingredients like 500 mg calcium citrate into their products, they may gradually overcome the stigma associated with healthier offerings. Ultimately, this could pave the way for a more positive consumer perception of health-focused products, helping to reconcile the gap between consumer intentions and actual purchasing behavior.