Consumers are being more attentive than ever before to the ingredients contained within the food and beverages they turn to. This is driven by concerns about the use of artificial ingredients and chemicals, and the potential impact they might have on health.
While flavors and colors are often associated primarily with sensory appeal, consumers are increasingly evaluating these products to determine how healthy they are. Indeed, consumers want flavors and coloring they deem to be “green and clean,” a trend that will intensify in the wake of COVID-19 as greater emphasis is placed on product safety. At the same time, consumers deem it crucial that these natural ingredients do not compromise on the enjoyment element of consumption. This means any natural coloring and flavoring needs to be directly linked to product purity in order to position products as being healthier, more sustainable and, crucially, better quality.
FMCG Gurus research conducted in 2020 found 69% of consumers say it is important that food and drink is 100% natural. While some skepticism can exist around natural claims and whether products can be truly 100% natural, such products appeal to consumers because they are seen to offer taste and nutrition simultaneously. This is something that can often make products appear guilt-free in the eyes of the consumer. Indeed, when questioned why natural formulation is appealing, 55% of respondents said such products are better-for-you, while 52% said such products are better quality. Given that two of the main reasons need states of the modern-day consumer are to enjoy moments of indulgence on a regular basis while eating and drinking healthier, it is clear why natural claims appeal.
To read this article in its entirety, check out the Winning strategies for natural colors and flavors – digital magazine.
Will Cowling is marketing manager at FMCG Gurus.