A recent survey conducted by 84.51°, a subsidiary of The Kroger Co. based in Cincinnati, found that 83% of respondents were aware of the US Food and Drug Administration’s ban on Red No. 3 synthetic dye in foods and beverages.
The FDA officially banned Red No. 3 from foods and beverages, effective January 15, 2027, as published in the Jan. 16 issue of the Federal Register. The survey, which took place from Jan. 23-26, revealed a high level of awareness among consumers.
Nathan Lowry, director of consumer research for 84.51°, commented on the rapid spread of information through social media, stating, “Shoppers are paying more attention, reading labels, looking at what’s going on.”
The survey showed that awareness of the ban was consistent across different age and income groups, which was surprising to Lowry as differences are typically seen in consumer behavior related to ingredients.
Regarding purchasing habits, 47% of respondents expressed a likelihood to avoid products containing Red No. 3. When asked about Valentine’s Day candy choices, 48% said they would not change their preferences, while 25% indicated they would opt for products without Red No. 3.
The FDA cited the Color Additives Amendment to the FD&C Act, specifically the Delaney Clause, which prohibits the authorization of additives linked to cancer in humans or animals. Studies have shown a correlation between Red No. 3 and cancer in laboratory male rats exposed to high levels of the dye.
The survey, which targeted 150 consumers in Kroger’s trade area, utilized the 84.51° In-Queries platform for “behaviorally verified” sampling, ensuring the respondents were active shoppers in stores.