“Eating with the eyes”: Natural shades boom, colors connected to immunity and health tipped for success

07 Dec 2020 --- Global consumers are on the lookout for refreshing food products that stimulate the senses and provide a burst of positivity after a difficult few months. In line with this, natural colors across F&B are becoming ever more prevalent as “eating with one’s eyes” continues to be paramount. FoodIngredientsFirst speaks with key players innovating with colors, who share their insights on what’s to come in 2021.

New and innovative colors are expected to emerge across the F&B landscape. Christiane Lippert, head of marketing for food at Lycored, says, “With each color emerging, new blended shades will also come to the fore.”

With this, regulatory changes will continue to have a huge market impact, she warns.

In light of the circumstances around COVID-19, consumers are leaning more toward colors that support health and immunity.Color is thriving
Colors have seen growth at “an unprecedented rate,” and it will continue to develop in this way, with creativity in flavor and color thriving, notes Lippert.

Consumer taste profiles are continually adapting and changing, and products are responding with new flavor profiles, amplified attributes and new bases. “Color is, and always has been, essential when it comes to consumer choice of foods.”

For Emina Goodman, senior director for colors at ADM, “color is an important part of the overall sensory experience, no matter the application.”

“We see color innovations on the horizon for beverages, plant proteins, dairy and dairy alternatives and snack categories.”

Classic and clean
“Consumers find comfort in classic colors but have been branching out in recent years to accept more interesting options,” explains Goodman. 

Reds, yellows, greens and browns are most commonly connected to familiar flavors like berry, citrus, mint, chocolate and mushroom, for example. “Today, product formulators are expanding their capabilities to incorporate unique shades using natural coloring,” she details.

Lorraine Jansen, GNT’s content marketing specialist, says classic shades are still proving to be popular. “The major difference today is that shoppers expect their colors to come from ‘clean’ sources – the concept of ‘coloring food with food’ is becoming increasingly mainstream.”

Pulse on red
In line with GNT’s Love Color campaign for next year, the company pinned red as the go-to color for the next 12 months. 

“Red will be dominant in 2021. It represents emotions at the heart of the human condition. It’s associated with love, passion and desire, and it’s also a stimulating, energizing color,” says Jansen.

“We believe red will be at the forefront of innovation in the year ahead,” she adds. 

More than just color
As consumers take a more proactive approach to nourish their minds and bodies, colors that signal healthy choices will be popular in the year ahead.

“Vivid reds from ingredients rich in antioxidants, such as elderberry and cranberry, can cue health benefits and help foods and beverages stand out to shoppers,” Goodman states. 

Color transition has a functional role as well, especially as meat alternatives grow in popularity. 

“Color change technology is a factor that will drive plant-forward trends in 2021, helping alternative meat brands to formulate applications with colors that start as “blood red” and transform into a charred, meat-like presentation,” Goodman notes.

While red food colors may have been held back in the past due to the association with carmine, which is made from the cochineal insect, 2021 could be a turning point.

“Red Coloring Foods are made with raw materials such as radish, carrot, red sweet potato and berries including blackcurrant, elderberry and chokeberry, so they have truly widespread consumer appeal,” asserts Jansen. 

Visually appealing food is winning over consumers, “more so in today’s social media generation,” says Naturex.Healthful associations
In a Naturex survey, consumers across the UK, Germany, France, Russia, Sweden and Saudi Arabia were asked to define which colors they associated with health benefits. 

“Yellows and oranges were associated with immunity and vitality, reds with energy and vitality, and blues and greens with immunity, relaxation and sleep,” explains Nathalie Pauleau, global product manager for Natural Colours at Naturex.

“Blues and greens have strong connections with health, vitality, relaxation and well-being and have long been associated with nature and so, as major disruption continues worldwide, we expect this color trend to remain strong into 2021.”

Meanwhile, Andrew Kendrick, senior technology and innovation manager at DDW The Color House, reveals that red fruits are moving further into the spotlight. “We see a notable demand for exotic and red summer fruits which have positive health connotations, as we look to the other side of the coronavirus crisis,” he notes. 

COVID-19 puts colors under the microscope
For Goodman at ADM, the psychology of color is more important than ever as consumers reach for products that will help them feel better, both physically and emotionally, during stressful times. 

“Bright, vibrant purples are energizing, while warm, earthy colors are often paired with flavors like vanilla, coffee and cinnamon to offer a comforting feeling,” she asserts. 

“With anxiety on the rise throughout 2020, there has been a stronger emotional connection to food and beverage choices and the impacts they can have on mood.”

ADM anticipates this being an important factor in the foods and beverages consumers choose in 2021. COVID-19 has played a part in this, as consumers turn to F&B products that have a “health halo” and support health and wellness goals as well as immunity. 

“Uplifting colors like yellows and oranges are closely linked to vitamin C and antioxidants, while red colors are associated with feelings of increased energy levels,” adds Goodman. 

Staying connected
While many consumers are quarantined due to the pandemic, they are increasingly using social media as a tool to connect with others. 

They’re turning to visual platforms such as Instagram and TikTok to document moments for friends and family, including displaying foods and beverages they are eating. 

“Bright, eye-catching colors and product presentations cause followers to pause scrolling through their feeds, making colorful foods and beverages the more likely to gain social media impressions,” continues Goodman. 

ADM research found that 30 percent of consumers say engaging food presentations motivate them to post on social media. 

“Most notably, we have seen offerings like macarons, desserts and novelty drinks rise to the top of social media pages as consumers explore products with visual appeal. Product developers can use vibrant colors derived from nature to provide unique experiences worthy of sharing,” she explains. 

Dr. Roland Beck, business unit head at Dohler, says during the pandemic home cooking has become more prevalent and consumers have been experimenting in the kitchen. 

“The outcome of these ‘experiments’ is shared proudly with friends and family via social media. Since the appearance of these products is of utmost importance, colors will continue to play a vital role within this,” he says.

Blue, green and purple hues work well photographically across social media platforms.Vibrant shades strike appeal
Eye-catching colors are one of the top trends in bakery and especially in the biscuit and cookie market, states Beck. “Social media platforms are full of home-made and commercial products that impress with amazing colors.”

Moreover, vibrant colors that attract attention are helping manufacturers differentiate their products, according to Pauleau at Naturex. 

“Blues, greens and purples work well photographically on social media platforms. They are especially popular for confectionery, bakery decoration, ice cream and beverages,” she says. 

Meanwhile, Jansen at GNT, says “‘Instagrammability’ is key to product success,” especially for younger consumers.

“That can mean spectacular colors and themes such as rainbows and galaxies, but often it’s simply about using powerful, vibrant colors that have that immediate visual impact,” she maintains. 

“One of the reasons we expect red to prove so successful in 2021 is because of its popularity on social media. Red brings excitement, energy and a sense of fun to F&B, which adds to the Instagrammability factor.”

Vibrant shades have an enduring appeal with consumers that has only become stronger in the social media age, Jansen stresses. 

“While some of the more striking shades were once associated with synthetic colors, manufacturers can now advertise that their head-turning products are colored with fruit and vegetables, so they’re making a major comeback,” she explains. 

Red brings excitement, energy and a sense of fun to F&B, says GNT, in line with its Love Color campaign for 2021.What’s next for colors?
As more consumers seek ingredients tailored to overall health and wellness, color can play a role in signaling health benefits such as immune support, antioxidant presence and more, Goodman at ADM comments. 

“Superfruits such as elderberry and blueberry can provide deep red and purple hues while also contributing natural antioxidants,” she notes.

While muted colors remain popular in tandem with calming flavors, ADM anticipates consumers will seek bold and bright colors associated with improved mood and feelings of happiness in various F&B applications.

According to Beck from Dohler, anthocyanins, which produce red to blue color shades in plants, are headed for success in the months ahead. “Anthocyanin-based colors, such as black carrot or elderberry, will be in great demand because of their antioxidant and radical scavenging properties,” he predicts.

Meanwhile, Lippert at Lycored forecasts that flavor sources will lead the way in colors. “As such, blood orange and red-orange are real growth areas,” she affirms. 

Finally, Jansen at GNT points to hibiscus as an “exciting raw material.”

“Similar to radishes and carrots, hibiscus can deliver a hugely Insta-worthy red coloration to products that make it ideal for 2021,” she says. 

“Our hibiscus-based Coloring Foods are also great for ingredient lists because hibiscus is now a hugely on-trend ingredient, appearing in everything from cocktails to baked goods.”

By Elizabeth Green