With natural coloring sources now being used in approximately 50% of new beverages in the U.S., the trend towards natural colorants over synthetic ones is unmistakable. This shift has been largely driven by recent regulatory changes, including the ban on Red No. 3, California’s prohibition of 6 azo dyes in schools starting from Dec 2027, and the EU’s azo dye labeling requirement introduced in 2008.
But it’s not just regulatory bodies that are favoring natural colors over synthetic ones – consumers are also playing a significant role. In fact, 27% of consumers actively consider whether a product uses natural or artificial colorants when making purchasing decisions. With consumers increasingly seeking clean-label, health-boosting, delicious, and fun products, meeting these demands in a single beverage is a significant challenge. Clean-label attributes are particularly influential, with two-thirds of global consumers stating that they are influenced by such factors when making buying choices.
Despite the preference for natural colors, consumers still desire products that are visually appealing in addition to tasting good. Younger demographics, especially Millennials and Gen Z, are drawn to vibrant, “Instagram-worthy” beverages. The success of McDonald’s ‘Grimace Shake’, a vibrant purple milkshake launched in 2023, exemplifies this trend. Bold colors like red, orange, and yellow are popular among consumers due to their eye-catching nature.
Overcoming the ‘natural’ challenge
While synthetic additives were traditionally favored for producing vibrant, long-lasting colors in products due to their stability, natural colors present a different set of challenges. Color stability can be difficult to maintain in the food and beverage industry, especially in beverages where factors like low pH, exposure to light, and contact with oxygen can cause natural colors to fade.
dsm-firmenich offers solutions to address these challenges, including advanced encapsulation techniques that help natural colors maintain their vibrancy throughout a product’s shelf life, even in clear, low-pH beverages. By blending nature’s best ingredients with cutting-edge technology, dsm-firmenich is creating next-generation beverage colors that are stable, sustainable, and functional.
For more information on natural colors for beverages, visit: coloration solutions.
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