Why Brands Are Switching to Natural Food Colors

Introduction

Consumer choice is transitioning away from petroleum-based artificial food color towards natural food coloring, based on grounds of safety, transparency, and sustainability. This shift has been seen in consumers, regulator, and food and beverage manufacturers alike. Natural food colors are gaining popularity as consumers become increasingly aware of sensitivities and possible health effects caused by synthetic colorings, including hyperactivity in kids and allergic reactions in vulnerable individuals. Food and beverage regulatory agencies worldwide have reacted with stronger labeling regimes or updated bans, compelling the food and beverage market towards plant foods. This demand is fueled by changing consumer values and health concerns.

The Market Shift Toward Natural Colors

The natural food colors market, globally, is projected to grow substantially, driven by legal restrictions on synthetic dyes and rising consumer preferences for healthier and more natural products. Asia-Pacific is expected to witness high growth, with revenue in the market from USD 346.4 million in 2022 to USD 717.3 million in 2030, representing a CAGR of 9.5%. Growth is also underpinned by high-volume adoption by many industries.

The Hidden Challenge: Reformulating Products with Natural Colors

Changing formulation to adapt to natural colors is accompanied by technical hurdles. They are generally less stable than artificial colorants, are heat, light and pH-sensitive. Technical advances are overcoming these problems. Methods such as microencapsulation, nanoemulsions, and improved extraction processes have improved heat, light, and pH stability. These innovations maintain color strength, enhance shelf life, and offer new opportunities for natural color in challenging applications such as high-heat baking, carbonated beverages, and fortified foods. Advances in encapsulation and ingredient delivery systems enable natural colorants to maintain their strength under various process conditions.

Regulatory Pressure on Synthetic Colors

Some artificial colors are prohibited or strict labeled in the majority of regions.

EFSA, the European Food Safety Authority, has banned food dyes associated with hyperactivity in children. In the United States, the Food and Drug Administration (FDA) banned a series of petroleum-based coloring products, including FD&C Red No. 3, in cosmetics and some foods, for reasons of safety. California has also implemented a law banning the use of several artificial food dyes in children's food based on hyperactivity and other health reasons by 2027. The regulatory climate compels the industry to utilize plant-based colors like anthocyanins, carotenoids, and betalains.

Sustainability and Consumer Perception

Natural dyes are often made from renewable crops or vegetable and fruit processing waste or by-products, like skin, seeds, and pulp.

Utilization of co-products in such a manner reduces food wastage and enhances circular economy processes. An example is grape skin, destined for anthocyanin pigments, tending to be derived from wine production waste, and carrot pomace can be converted to yield beta-carotene. This approach not only minimizes the impact of the environment but also strengthens agricultural value chains by increasing income for farmers and processors.  

Conclusion

The shift towards natural colors in food is a convergence of regulatory, technical, and consumer pressures. Although formulation challenges persist, continuous advances in pigment stabilization are making natural alternatives progressively more acceptable to large-scale production.