Natural Color and Sweetener Trends in the Food Industry
Consumer concerns and regulatory actions are causing shifts in the food industry, prompting food manufacturers to rethink the ingredients used in their products. Recent developments in the field of natural colors and sweeteners were highlighted at the IFT FIRST event, which took place from July 13-16 in Chicago.
One major catalyst for the move towards natural colors was the announcement by the US FDA in April to phase out synthetic food dyes derived from petroleum by the end of 2026. This has led to a growing interest among consumers in opting for products that use naturally sourced colors.
According to a survey conducted by Oterra at IFT, over 75% of US shoppers expressed concerns about consuming foods and beverages containing artificial dyes. The poll revealed that soft drinks, juice, sports drinks, confectionery, and snacks were among the categories where consumers were most worried about the presence of artificial colors.
Companies like Oterra have been investing heavily in natural colors to meet this demand. Vibeke Haislund, global head of marketing at Oterra, emphasized the advantages of early adoption of natural colors, which can lead to increased sales as more consumers become aware of the benefits.
While the shift towards natural colors is gaining momentum, food and beverage companies may encounter challenges related to sourcing and quality when transitioning from synthetic dyes to natural alternatives.
California Natural Color, a division of E. & J. Gallo Winery, uses grape juice concentrates and extracts from red grapes to create red, purple, and pink colors with high levels of anthocyanins. The company also sources raw materials internationally, which may be subject to tariffs and other trade barriers.
On the sweetener front, there is a growing interest in natural alternatives like stevia, monk fruit, and allulose, as consumers perceive these as more natural compared to artificial sweeteners like sucralose and acesulfame potassium. Companies like Layn Natural Ingredients and Daesang Corp. are introducing innovative sweeteners that offer cleaner, more sugar-like taste profiles.
At IFT, several companies showcased their latest innovations in the natural color and sweetener space. GNT USA featured a snack bar with vibrant Exberry colors, while FulFoods presented a soluble blue color sourced from spirulina. Lycored introduced nature-based color emulsions that can replace synthetic dyes in a variety of applications.
Overall, the food industry is witnessing a significant shift towards natural colors and sweeteners driven by consumer preferences and regulatory changes. Companies that embrace these trends early on are likely to benefit from increased consumer trust and loyalty in the long run.