80% of US and UK Parents More Likely to Buy Kids Products With Naturally-Sourced Colors

21 May 2015 --- In a new Kalsec consumer study, more than 80 percent of U.K. and U.S. parents with a child between the ages of 3 and 12 indicated they are more likely to purchase a food product for their children if it contains a naturally-sourced color instead of a synthetic color.

Seven of every 10 parents surveyed indicated they would be willing to pay a premium for food products containing naturally-sourced colors instead of synthetic colors. “We see parents gaining more knowledge and interest in the ingredients and claims made regarding the food and beverages their children consume,” says Gary Augustine, executive director, market development.

The trend toward formulating with natural colors has steadily increased over recent years. During 2014, Europe had the highest global percentage of natural color vs. synthetic color use (83% vs. 17%) in children’s new product launches, according to Innova Market Insights.

Asia Pacific, Latin America and the Middle East also formulated more frequently with natural versus synthetic colors. In North America, synthetic color use slightly exceeded natural colors (51% vs. 49%) in children’s new product introductions for the same time period.