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Kalsec: 80% prefer natural colour

In a new consumer study by natural flavours, colours and extracts company Kalsec, more than 80% of U.K. and U.S. parents with a child between the ages of 3 and 12 are said to have indicated they are more likely to purchase a food product for their children if it contains a naturally-sourced colour instead […]

In a new consumer study by natural flavours, colours and extracts company Kalsec, more than 80% of U.K. and U.S. parents with a child between the ages of 3 and 12 are said to have indicated they are more likely to purchase a food product for their children if it contains a naturally-sourced colour instead of a synthetic colour. Seven of every 10 parents surveyed indicated they would be willing to pay a premium for food products containing naturally-sourced colours instead of synthetic colours. “We see parents gaining more knowledge and interest in the ingredients and claims made regarding the food and beverages their children consume,” said Gary Augustine, executive director, market development.

The trend toward formulating with natural colours has steadily increased over recent years, Kalsec says. During 2014, Europe had the highest global percentage of natural colour vs. synthetic colour use (83% vs. 17%) in children’s new product launches, according to Innova Market Insights. Asia Pacific, Latin America and the Middle East also formulated more frequently with natural versus synthetic colours. In North America, synthetic colour use slightly exceeded natural colours (51% vs. 49%) in children’s new product introductions for the same time period.