The global consumer study, commissioned by colouring concentrates provider GNT Group, attests the importance of natural colours for future-proof products. To cater to the needs of consumers, manufacturers could produce their food and beverages with concentrates of fruit, vegetables and edible plants instead of using artificial ingredients.
“It becomes clear that food manufacturers who want to turn consumers’ scepticism into trust need to replace artificial additives with natural and recognisable alternatives,” said Paul Collins, director, international sales and marketing, GNT Group.
Supermarkets today are full of products claiming to be natural—the food and beverage industry’s way of responding to the massive global trend towards a healthier lifestyle. However, 45 percent of consumers are suspicious when they see claims of naturalness on product labels.
The most important aspect when judging naturalness however is colour: 79 percent of consumers demand natural products to be made without artificial colourants. Factors like the use of pesticides, genetic modification and content of vitamins or minerals are of less importance.
For manufacturers to provide products that consumers want and perceive to be credibly natural, they have to be free from preservatives, artificial flavours and sweeteners.