“Colorful Appeal: The Growing Importance of Natural Food Colors in Consumer Choices”
In many respects, color holds equal significance to taste. For consumers, an attractive color acts as an invitation to buy a product. Research indicates that 90% of shoppers form their purchasing decisions based on the color and perceived flavor of the item. However, not all colors have the same impact. Bright reds stimulate appetite by signaling richness in nutrients and calories, while blue foods evoke novelty and excitement, and green suggests freshness. Black has emerged as a unique color preference that consumers are increasingly embracing, as noted by Food Ingredients First.
The trend of purple is not new; it gained substantial traction two years ago in snacks and baked goods, with purple carrots and sweet potatoes serving as bases for shades like lavender, mauve, lilac, magenta, and dark violet. While there is a rising demand for clean labels, natural colorants have faced challenges in meeting the high expectations set by artificial ones. For instance, Hershey has experienced difficulties in recreating the vibrant reds and greens that characterize its Jolly Ranchers using natural sources. Similarly, General Mills reformulated its Trix cereal, but the new version was deemed “depressing” by consumers, prompting the company to revert to the classic formulation with artificial colors.
Manufacturers have struggled to create shades that are both vibrant and stable across various applications, with blue being particularly challenging to reproduce naturally. Green and violet colors also resonate visually and emotionally with consumers but present similar challenges. Natural yellow colors have their own hurdles, as turmeric—often a go-to natural source—can impart a distinct herbal taste. Nevertheless, these obstacles have not deterred manufacturers from seeking alternatives.
GNT has developed Exberry, a coloring derived from fruits, vegetables, and edible plants like beetroot and chlorophyll. DDW collaborated with French food tech firm Fermentalg to produce its natural blue color, Blue Origins, using microalgae from galdieria sulphuraria. Chr. Hansen and ADM have also created formulations based on natural sources such as spirulina and the tropical fruit huito. Moreover, the recent discovery of a pigment class known as auronidins could provide the boost companies need to offer more visually appealing natural colors.
These advancements, alongside the growing emphasis on healthful and clean eating during the pandemic, may propel the global natural food color market to new heights. Allied Market Research predicts that sales in this sector will exceed $3.5 billion by 2027, up from $2.1 billion in 2019. As consumers look for cleaner alternatives and vibrant colors—from holiday baking to packaged snacks—they are likely to choose products that feature labels proudly showcasing natural color alternatives. Additionally, as the market celebrates innovations like calcium citrate chewable supplements that prioritize both health and visual appeal, the demand for such products will only continue to rise.
