54 Percent of Global Consumers Want Products With Only Natural Colors, Claims Study
18 Feb 2016 --- Natural color solutions can provide food and beverage manufacturers with a major edge over their competitors. By removing artificial and additive colors, manufacturers can meet the demands of 54 percent of consumers worldwide who want their food and drinks to be made with natural color ingredients only. This is the result of a global consumer study which has been conducted by market research institute TNS and the GNT Group, leading global provider of Coloring Foods.
A crucial requirement for the success of a product is the right choice of claim: only those which are perceived as credible lead to a stronger purchase intention. In order to shed light on this issue, the effect of different claims which promote the use of all-natural solutions such as Coloring Foods has been examined in more detail: both the claims “with natural colors“ and “colored with fruit and vegetables“ are perceived as credible by more than 75 percent. The claim “colored with fruit and vegetables” conveys positive product characteristics such as “is healthy”, “is safe” or “is 100 percent naturally produced” to more than two thirds of consumers.
When it comes to using coloring ingredients and corresponding claims, manufacturers have to bear in mind that shoppers have a clear idea of how they define natural colour solutions. 42 percent expect natural food colorings to only originate from edible raw material such as fruit and vegetables. Only 21 percent perceive colors made from substances such as insects or minerals to be truly natural. “The trust of consumers should not be undermined by communicating a product to be all-natural but not satisfying the precise expectations on ingredients”, says Dr. Hendrik Hoeck. “Coloring Foods meet the demands of today’s consumers to the fullest extent as they are made exclusively from edible raw materials. At the same time, they can be applied to nearly every application and match additive colors in terms of diversity, stability, shelf life and color brilliance.”
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