• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Nutraceuticals for Men: Muscle Health and Performance Nutrition

    Aging in Place: Healthy Lifestyles Supplement Science-Based Solutions

    Getting an Edge in Esports: Meeting the Health Needs of Competitive Gamers

    Beyond CBD: Cannabis Compounds Warrant Recognition and More Research

    Leveling Out the Energy Segment for Mainstream, and Rethinking Caffeine
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

    Choline Alone May Improve Maternal DHA Status During Pregnancy

    Cranberry Consumption Linked to Memory and Neurological Function Improvements
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Choline Alone May Improve Maternal DHA Status During Pregnancy

    Cranberry Consumption Linked to Memory and Neurological Function Improvements

    Bilberon Bilberry Extract Receives U.S. Patent For Eye Strain, Neck/Shoulder Pain
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    FDA Issues Draft Guidance on NDI Enforcement Discretion

    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

    Choline Alone May Improve Maternal DHA Status During Pregnancy
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

    Choline Alone May Improve Maternal DHA Status During Pregnancy

    Cranberry Consumption Linked to Memory and Neurological Function Improvements

    Bilberon Bilberry Extract Receives U.S. Patent For Eye Strain, Neck/Shoulder Pain
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    ESHA Research

    KLK OLEO

    Aiya America, Inc. (Aiya Matcha)

    Nutrition21, LLC

    Sabinsa Corporation
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    ESHA Research

    KLK OLEO

    Aiya America, Inc. (Aiya Matcha)

    Nutrition21, LLC

    Sabinsa Corporation
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    Move Over Mainstream, Healthy Foods Are Here to Stay

    Thanks to the efforts of flavor and color companies, healthy products are officially upstaging sugar-laden, artificially flavored/colored counterparts.

    Move Over Mainstream, Healthy Foods Are Here to Stay
    Related CONTENT
    • Sunflower Hemp Co
    • Florida Food Products Launches Line of Fermented Juices with Flavor, Functional Benefits
    • Adventurous Consumers Love to Discover New Flavors
    • Sweet Potatoes Gain Favor as Consumers Make Healthier Food Choices
    • Fermented Formulas: Traditional Processing Method Appeals to Modern Consumers
    By Becky Wright, Contributing Writer06.03.19
    Healthy foods have made tremendous strides in the last several years, and they have flavor and color companies to thank. Not long ago, nutrition bars tasted like cardboard and “healthy” foods still used artificial colors. Today, these foods actually look and taste great, naturally.

    Healthy food brands are throwing all sorts of curveballs at flavor and color companies, such as clean label requirements, simpler ingredients, natural and organic standards, sweetener restrictions, and more. These demands are stemming directly from the rising popularity of products, such as plant-based concoctions, fermented foods and drinks, and even the most talked about nutraceutical darling, CBD.

    According to Christopher Naese, vice president of business Development, Florida Food Products, Eustis, FL, the growing distaste for artificial colors, flavors, preservatives, and other additives across the food and beverage industry has an even firmer foothold in products formulated for the health and wellness market.

    Healthy, Clean, Simple & Sustainable
    In the case of flavors, there is a tendency to kill two birds with one stone by choosing flavors that also have function. Philip Caputo, marketing and consumers insights manager, Virginia Dare, Brooklyn, NY, believes that, because they’re often perceived as healthier, “There is an increased interest in flavor profiles associated with active ingredients that have health and wellness claims, such as green tea, ginger, tart cherry, turmeric, lime, and cascara.

    Some examples of flavors by functionality include peppermint, ginger, and fermented ingredients with sour profiles like kombucha, which all cater to gut health, as well as blueberries, bilberry, black currant, cherries, grapes, dark chocolate, turmeric, celery, and green tea, which all have anti-inflammatory properties.

    Focusing on cleaner labels and ingredient transparency, Ray Hartman, master flavorist, food and beverage, Prinova USA, Hanover Park, IL, said that new flavors getting the most traction across all categories of food and beverage are those aligned with the simple-label trend. “A short and simple ingredient statement that reads like a recipe card for a homemade meal is resonating with today’s consumer,” he commented. “Consumers want to be in control of their diets and there is a growing public mistrust of complicated, chemical sounding ingredient statements.”

    In fact, according to Innova Market Insights, 91% of U.S. consumers believe food and beverage options with recognizable ingredients are healthier, Hartman noted.

    “Beyond the perception of naturalness, consumers yearn for authenticity and wholesomeness in their foods,” Hartman explained. “They hope to understand how the product they are purchasing is made, how it compares to real food, and is it made with genuine farm-to-fork ingredients with minimal processing. As a result of these consumer motives, we are observing increased requests for organic, non-GMO, and pure and natural flavors.”

    Because there is no real definition for what constitutes “clean label,” Heather Young, account manager, Mother Murphy’s Laboratories, Inc., Greensboro, NC, said defining what this means on a client-by-client basis is imperative prior to development. “Consumers are looking for products with ingredient statements that align with their dietary goals and beliefs. Unfortunately, the term ‘clean label’ can mean different things to different people.”

    “We understand the challenges that come with formulating healthy foods and beverages,” Young continued. “With our catalogue of natural and organic flavors, as well as our Bitter Blocker and Bittermask ingredients, we are able to work with our clients to develop healthy foods and beverages that don’t compromise on flavor while maximizing the health profile of the finished product.”

    Functionality, sustainability, plant-based innovations, and snacking are trends that continue to influence the flavor market, according to Anu Fisher, marketing analyst, Flavorchem, Downers Grove, IL. “Consumers are looking for fortified and functional foods that promote gut health, fuel their brains, and benefit their physical appearance, while not wanting to give up taste,” she said. “They not only want food that is nutrient-dense, but also sustainable. More than millennials, generation Z consumers are ‘clean-eaters’ that have a strong interest in transparency, product sourcing, and social responsibility.”

    Speaking of clean eating, Innova Market Insights noted that products featuring flower flavors increased 132% between 2015 and 2017, and continue to go upward with the plant-based food trend on the rise. “Consumers’ desire for clean, natural, and real ingredients has fueled the use of floral flavor applications in the food and beverage industry,” Fisher said. “Trending floral flavors in nutraceuticals include elderflower, rose, and lavender.”

    Prinova’s Hartman agreed, pointing out that botanicals and florals have moved center stage in 2019. “They embody the natural diversity of flavors found in nature, and have potential to meet consumers’ increasing demand for new and novel product offerings. Botanicals like lavender, rose, jasmine, and orange blossom have a rich heritage in the world of fine fragrance and personal care.”

    Hartman feels this strong association with beauty and wellness works well in all categories of functional foods, with new entrants like elderberry blossom, sakura (cherry blossom), and hibiscus generating a lot of excitement. “Fruit/floral combinations are also becoming more relevant. We feature many of these exciting new flavor combinations in our own portfolio of trending flavors. Pairings like Grapefruit Rose and Lavender Lemonade are creating a lot of interest among our ‘good-for-you’ functional food customers.”

    Kayla Blanding, applications technologist, Synergy Flavors, Inc., Wauconda, IL, noted flavors such as florals, herbs, name of origin flavors, and superfruits are very popular because they tend to fall under the “health halo” and have a natural association. Flavor examples include lavender, rosemary, chamomile, citrus, and hibiscus.

    In contrast to pairing botanically-inspired flavors with plant-based products is a trend toward what Fisher called “childhood indulgences.” She said consumers are looking for a balance between exploring new taste experiences and grounding themselves with nostalgic flavors of the past.

    “Novelty flavor profiles such as apple pie, cookie dough, and s’mores are making their way into health and wellness products as consumers look to modernize their daily diets with familiar flavors in unexpected applications,” she said.

    One ingredient that is a shining example of both flavor and functionality is turmeric. “A trend that we are facing in the market—and we see no slowing down—is an increase in flavors where the ingredient has associated health benefits,” said Alexandre Massumoto, marketing, Synergy Brazil. “Turmeric is one of the best examples of that and has earned its status as a superfood in recent years thanks to its active ingredient curcumin, which is known to have anti-inflammatory properties.”

    “We saw a great interest in turmeric last year and it is starting to appear not only as an ingredient/spice but as a flavor in products like beverages, bars, and cereals—up 51% last year in product launches in North America, according to Mintel,” Massumoto added. “Matcha and tart cherry are also good examples of flavors that showed growth in product launches for their antioxidant properties, which are both up 520% and 220%, respectively, in the last five years in North America.”

    Hartman believes adventurous consumers are looking for flavor discovery, and that tropical fruits are a means of exploring beyond the boundaries of their ever-expanding palates. “Tropicals are increasingly paired with mainstream fruits, creating an abundance of taste impressions that are pleasantly familiar with a novel twist,” he said, adding, “Turmeric and ginger are being paired with staple fruits, particularly citrus. These pungent spices add a touch of heat and a small measure of thrill that often accompanies the unfamiliar.”

    Speaking of adventure, Florida Food Product’s Naese, considers fermented foods part of a larger shift in the food and beverage industry toward authentic, natural ingredients that provide health benefits and unique experiences. “As consumers eschew sweets and crave the savory, umami, and other flavors commonly associated with fruits, vegetables, and active ingredients with health and wellness claims, fermented flavors have found a wider appeal, especially among consumers under the age of 40 who are seeking novel, multisensory food experiences,” he said.

    As cultural influences and the desire for diverse flavor options increase, consumers will look to global flavors for exploration. This year, Massumoto sees consumers looking toward Asian-Pacific flavors, putting flavors like yuzu (citrus fruit native to central China and Tibet and popularized by Japanese cuisine) in a prime position to innovate beverage, confection, and nutrition products.

    He also said unusual and innovative flavors are expected to make their way into food in 2019, including taro, acai, and pitaya (dragonfruit), which have seen a lot of action in the Latin American market recently, and have shown great potential to cross into U.S. product development.

    Up to the Challenge
    To solve some of the challenges inherent in natural products, be it clean-label requirements or major ingredient off notes, Flavorchem offers a flavor system called Nature’s Best Combinations. “Nature’s Best Combinations are those botanical flavors that come from nature, creating a natural taste that is true to the plants, florals, herbs, and roots from which they are derived,” said Flavorchem’s Fisher. “Satisfying the millennials’ adventurous palates and clean-label criteria, the trend will be to create unique botanical flavor combinations.”

    Symrise has also been hard at work satisfying the needs of millennials who are looking for cleaner products. In response to this demand, it has launched a new collection of organic-certified and non-GMO flavors under the umbrella of Code of Nature, a new positioning that offers taste solution platforms to food and beverage brands that want to meet the demand for more nutritious food while still delivering on flavor.

    “Millennials are the fastest-growing demographic of consumers who want what’s best not only for themselves but their families, too. So, when it comes to foods and beverages, organics are on the top of their grocery lists,” explained Emmanuel Laroche, vice president of marketing and consumer insights, and global marketing leader for Symrise.

    Currently, millennial parents constitute 52% of all parents buying organics for their households. Due in part to the trend of healthy indulgence by millennial consumers, the organic snack market alone is projected to grow over 60%, or $745 million, between 2016 and 2021.

    This category of consumers is turning to organics in order to find healthy options for the whole family across all food and beverage categories that taste better and have a greater nutritional value than their non-organic counterparts. By developing Certified Organic flavors across a spectrum of traditional flavor profiles, Symrise aims to help satisfy millennial demand for better-for-you (BFY) choices with organic and sustainable ingredients that fit the needs of growing families concerned with leading a healthy lifestyle.

    Switching gears a bit, one of the most high-profile newcomers on the nutraceutical scene is cannabidiol (CBD). This is the non-psychoactive part of the cannabis plant, which has been blazing a trail in the industry for the last couple of years. The light on CBD has grown brighter alongside new regulations regarding its legal status. The legalization of marijuana in some states has also added to the popularity of CBD, allowing many to cash in on the cannabis craze.

    One company that has spent quite a bit of time researching this market for solutions to the off-notes frequently posed by CBD infusions is Bell Flavors & Fragrances, Northbrook, IL. “There is a lot of fantasy about what CBD can do, which is driving a lot of the activity in the healthy ingredients market today. So we’ve been doing a lot of work around CBD to identify what the flavor opportunities are,” said David Banks, marketing director, Bell Flavors & Fragrances. “There are more than 200 terpene compounds in the cannabis plant, so you will get piney notes, as well as citrus. We are working with these characteristics to pinpoint the right flavor combinations.”

    Currently, the most popular applications for CBD from a flavoring standpoint include beverages, gummies, and shots. With the latter, dosage can impact how to flavor that application. “Our flavorists have several tools they can use to mask the off-notes. They can also use flavors that complement the inherent flavor of CBD. Or they can use a concentrated flavor to both cover up and complement the CBD flavor,” said Jenna Schowalter, sweet lab manager, Bell Flavors & Fragrances.

    Playing with Proteins
    Plant-based protein continues to dominate the conversation in healthy foods, according to Virginia Dare’s Caputo, with a third of protein consumption anticipated to be plant-based by 2054. While this is good for the health of consumers and the planet, proteins from pea, rice, and soy can introduce a musty off-note to an application, creating challenges for formulators.

    “Understanding the variables causing undesirable taste in plant-based products allows Virginia Dare to develop successful flavor masking systems and techniques. We have identified specific proteins, fatty acids, and enzymes that contribute to off-flavors and texture, and we understand how preparation or processing methods contribute to these challenges,” Caputo explained. “By assigning taste descriptors to each offending variable in plant-based ingredients, we know which components are deemed offensive and how to selectively mask those off-notes.”

    William McCormack, business development manager, Nutrition, Synergy Flavors, Inc., also considers plant-based proteins challenging from a taste and texture standpoint. “To overcome these challenges Synergy utilizes a combination of sensory and analytical chemistry to understand the inherent flavor profile of the protein or proteins contained in the finished product. Once the sensory and analytical data is matched, we then pair flavor profiles with the base that enhances the positive attributes that a plant-based protein may have while also mitigating the inherent off-notes that the base may contain,” he said.

    Mother Murphy’s also has a solution for plant-based products. “Plant-based proteins serve as a sustainable protein replacement. Unfortunately, the flavor profile of plant-based proteins poses problems in terms of functionality as well as off-notes in the final product,” Young offered. “Through extensive internal testing, Mother Murphy’s developed Bitter Blocking ingredients specifically to deal with the challenges of these plant-based proteins and the unique off-notes they contain. This enables developers to create a finished product that meets the consumer demand for plant-based proteins while delivering the taste they desire.”

    Some of the popular flavors for proteins include brown sugar, maple, and coffee. “We look at the nuances of the product when unflavored and then try and find a flavor that complements it. For example, if the protein is pretty bitter, then we might add coffee flavor because your brain associates coffee with “bitter.” Certain flavors like berry and citrus don’t work very well with protein products. Sweet, brown profiles are the best fit for these applications,” Bell Flavors’ Schowalter said.

    Similar to the popularity of proteins, companies have been launching essential amino acid (EAA) products, which bring their own set of challenges, according to Angela Skubal, applications lab supervisor, Prinova. “Unlike branched-chain amino acids (BCAAs) that mostly contribute a bitterness, the EAAs bring a savory note to the table that has been hard to cover up with a flavor like lemon lime or orange mango,” she said. “Luckily, at Prinova we have developed a masker that is specifically formulated to help block the savory off-notes of EAAs. With that masker, the customer is able to get a beverage with a healthy dose of EAAs, while maintaining a refreshing sports drink profile.”

    Sugar Reduction Showdown
    Sugar has been taking it on the chin for the last several years, which has caused upheaval in many corners of the food and drink market in the form of massive reformulations. At the same time, adjusting to this new normal has spawned some interesting innovations.

    Finding a replacement for sugar is one of the biggest challenges flavor companies face today. In addition to providing sweetness, sugar also provides mouthfeel, which is hard to come by with many low- and no-sugar options. However, new technologies are paving the way for flavor combinations to help healthy food
    producers succeed.

    Synergy’s Blanding said sugar reduction trends have made it necessary to review and revise the formulations of existing products, which usually involves rebalancing the flavor and strength in order to maintain the desired profile. “We may need to provide a flavor that compensates for lack of sweetness in the base or flavors that complement natural sweeteners,” she said. “As consumers’ taste for sweetness continues to change, we may see less indulgent profiles and more natural profiles such as fruits, citrus, herbs, and botanicals.”

    Prinova’s Skubal agreed that sugar reduction remains a tricky area for flavorists. “With keto being a huge buzzword as of late, everyone wants low-carb, high-fat products. This means that whatever sugar was in your product either needs to be taken out and replaced with a high intensity sweetener, or complemented with dietary fiber to make a net-carb claim. Either way, there are going to be formulation challenges that come about,” she said. “In beverage, the removal of sugar not only changes the sweetness, but also the mouthfeel, which has a large impact on flavor perception.”

    Luckily, natural, high-intensity sweeteners have come a long way, Skubal said “So we not only have Reb A as an option, but we can also use a blend of stevia products that imparts the most sweetness, while minimizing the off-notes and ‘stevia’ aftertaste. With this new technology, we have been able to use our most common flavors without having to compromise on taste, but will always struggle with the ultra-indulgent flavors that the consumer expects to be super sweet,” she explained.

    In other applications like nutritional bars, Skubal said this has been a bit more of a formulation struggle because of how crucial sugar syrups are in the binding and texture of bars. “Without sugar, a lot of bars come out either too dry and crumbly, or too sticky. It has been interesting trying to find the best balance of sugar syrups, fiber syrups, and other ingredients like nut butters to create an optimal nutritional bar that hits the low-carb claim.”

    Caputo of Virginia Dare said sugar—like salt, fat, and acid—enhances flavor, mouthfeel, impact, and overall taste. He attested to the taste preferences that have shifted from overly sweet products to those with natural or balanced profiles, sour and bitter flavors, lightly sweetened or complex sweetness (from sources like raw sugars, maple, honey, molasses, etc.), and texture-focused experiences.

    “Traditionally, sugar was used to cover-up off-flavors inherent in healthy ingredients like grains, seeds, vitamins, and minerals. Reducing sugar affects taste, so refining or improving product formulation after removing sugar may require a combination approach of boosting flavor impact, creating greater complexity of flavor and texture, or boosting the perception of sweetness through modulation,” Caputo said.

    “Our sweetness modulation typically employs a low amount of existing sugar in a product combined with natural alternatives like stevia, monk fruit, or sugar alcohol, and changing other attributes like texture and aroma to boost the perception of sweetness. Instead of using sugar to hide off flavors, we use taste-masking solutions to improve the taste of a formulation,” Caputo added.

    Healthy Color
    Key consumer trends from the broader nutrition market, such as transparency and traceability, are increasingly important when considering the inclusion of color in healthcare products such as dietary supplements, according to Barri Sigvertsen, senior marketing manager, Lonza Consumer Health & Nutrition, Greenwood, SC.

    Lonza’s proprietary research, conducted by the Natural Marketing Institute (NMI) with 2,000 U.S. consumers, showed that 80% of survey respondents wanted to know the sources of the ingredients in the products they use, while 54% said they would prefer to buy dietary supplements derived from natural sources—an increase of nearly 60% compared to 2013.

    Just as it has impacted flavors, the clean-label trend has also influenced the color market, according to Cori Satkowski, product development technologist, California Natural Color, Fresno, CA. “Companies are switching from synthetic colors to colors from natural sources because consumers are asking for products with ingredients they understand,” she said. “An example is using either radish or black carrot color in a fruit punch beverage instead of Red 40 to give the product a vibrant red color.”

    At California Natural Color, food and beverage colors are selected based on the flavor, type, and market of a product. And for these applications, the company produces liquid and crystal colors that come from nature and help companies meet the demand for clean-label products.

    Christiane Lippert, head of marketing (food) for Lycored, Orange, NJ, believes clean label has transcended trend status to become a standard consumer expectation. “Around 80% of consumers want to know more about a product’s ingredients before making purchase decisions as part of their quest for healthier products and greater ingredient transparency,” she said. “As a result, there has been an increase in demand for non-artificial ingredients, including colors, with a third of consumers stating that a product being ‘free-from artificial colors’ has a major impact on their purchase decisions.”

    Lippert referenced a recent Mintel report which identified a marked rise in the use of non-artificial colors, increasing penetration to 6.4% in 2018 within the beverage segment, including meal replacements and juice. She said Germany and the U.K. were the two most active countries in this area with the most launches using these types of colors.

    Trending Colors
    The sunshine spectrum—bright yellow through to deep orange—will stimulate colorful food and beverage development as consumers seek out products that inspire upbeat, positive emotions, and unite people with a feeling of joy, according to GNT Group, Tarrytown, NY.

    Shoppers—particularly younger ones hailing from generation Z—will gravitate toward food and drink colored with natural yellow and orange shades in order to tune into the optimistic sentiments they convey, the company said.

    Maartje Hendrickx, market development manager at GNT, said consumers today prefer food and drink that can arouse a sense of freshness and light, qualities that yellow and orange shades deliver. “Just as pink was embraced by millennials, generation Z will channel the positivity of sunshine shades to sprinkle cheerfulness into their lives,” she said.

    The Sunshine Shades range has been developed as part of GNT’s new Love Color with EXBERRY initiative for 2019, which will explore how color can influence mood and deliver feelings of excitement and contentment, while also satisfying adventurous, curious consumers who are keen to discover new experiences.

    Hendrickx added: “Natural yellow and orange coloring foods fit perfectly with the desire among consumers to reconnect with the natural world. We are planning some exciting activity in 2019 to maximize engagement with Sunshine Shades, with innovative product concepts and technical information in the pipeline.”

    One area Lycored is active in is plant-based proteins for use in meat alternatives, which can be difficult to work with as both the raw and cooked appearance needs to be considered during formulation. “The heating process and time on display on shelf in typical meat type conditions (such as chiller cabinets) may also impact on color and visual appeal,” said Lippert. “The intended format also has an impact. For example, for a burger-type alternative the raw meat may need to have typical color effect of beef (red) when raw but brown when cooked, while deli meat types like ham will need a different shade.”

    Speaking at last year’s IFT Show, Amanda Topper, associate director of food service research at Mintel, highlighted ingredients such as algae, purple yam, and matcha because they add a pop of color and flavor to foods and beverages. The purported health benefits associated with these ingredients, she said, adds bonus appeal.


    About the author: Becky Wright has 20 years of experience in the nutritional field as a writer and marketer. She previously worked for companies such as OmniActive Health Technologies, Aker BioMarine, and Rodman Media. She currently runs Wright On Marketing & Communications, a small independent agency that offers related services to clients. She can be reached at becky@wrightonmarketing.com. 
    Related Searches
    • Botanicals
    • algae
    • Stevia
    • vitamins
    Related Knowledge Center
    • Flavors & Colors
    • Natural/Organic
    • Functional Foods & Beverages
    Suggested For You
    Sunflower Hemp Co Sunflower Hemp Co
    Florida Food Products Launches Line of Fermented Juices with Flavor, Functional Benefits Florida Food Products Launches Line of Fermented Juices with Flavor, Functional Benefits
    Adventurous Consumers Love to Discover New Flavors Adventurous Consumers Love to Discover New Flavors
    Sweet Potatoes Gain Favor as Consumers Make Healthier Food Choices Sweet Potatoes Gain Favor as Consumers Make Healthier Food Choices
    Fermented Formulas: Traditional Processing Method Appeals to Modern Consumers Fermented Formulas: Traditional Processing Method Appeals to Modern Consumers
    Flora & Fiber for a Healthy Microbiome Flora & Fiber for a Healthy Microbiome
    Delivery & Dosage Trends: Meeting Consumer Demands Delivery & Dosage Trends: Meeting Consumer Demands
    Podcast: Mintel Finds Consumers Seeking Food to Enhance Mood Podcast: Mintel Finds Consumers Seeking Food to Enhance Mood
    Symrise Addresses Millennial Demand for Organic Cross-Category Foods and Beverages Symrise Addresses Millennial Demand for Organic Cross-Category Foods and Beverages
    2018 Energy Drink Trends 2018 Energy Drink Trends
    CBD: Myths vs. Science CBD: Myths vs. Science
    Health Drives Surge in Alternative, Plant-Based Product Options Health Drives Surge in Alternative, Plant-Based Product Options
    Podcast: Talking Hemp & CBD 101 with AHPA’s Jane Wilson Podcast: Talking Hemp & CBD 101 with AHPA’s Jane Wilson
    AHPA Revises Hemp-CBD Status Report AHPA Revises Hemp-CBD Status Report
    Consumer-Focused Podcast from Twinlab Aims to Clarify CBD Confusion Consumer-Focused Podcast from Twinlab Aims to Clarify CBD Confusion

    Related Content

    • Sunflower Hemp Co

      ...
      Colby Terip, Owner 09.15.21

    • Consumer Trends | Functional Foods & Beverages | Herbs & Botanicals | Natural/Organic
      Florida Food Products Launches Line of Fermented Juices with Flavor, Functional Benefits

      Florida Food Products Launches Line of Fermented Juices with Flavor, Functional Benefits

      The fruit- and vegetable-based ingredient supplier will unveil its new product line.
      05.29.19

    • Breaking News | Consumer Trends | Flavors & Colors | Functional Foods & Beverages | Industry & Market News
      Adventurous Consumers Love to Discover New Flavors

      Adventurous Consumers Love to Discover New Flavors

      Globalization has sparked the curiosity, according to Innova Market Insights data.
      05.14.19


    • Breaking News | Consumer Trends | Functional Foods & Beverages | Herbs & Botanicals | Industry & Market News | Nutrition Bars & Snacks | World Markets
      Sweet Potatoes Gain Favor as Consumers Make Healthier Food Choices

      Sweet Potatoes Gain Favor as Consumers Make Healthier Food Choices

      Global food companies are increasingly sweet on sweet potatoes as a flavor and ingredient, according to Innova Market Insights.
      05.06.19

    • Dietary Supplements | Digestive Health | Enzymes | Functional Foods & Beverages | Immune Function | Probiotics & Prebiotics
      Fermented Formulas: Traditional Processing Method Appeals to Modern Consumers

      Fermented Formulas: Traditional Processing Method Appeals to Modern Consumers

      Supplements, foods, and beverages turn to fermentation to support digestion and clean labels.
      By Nutraceuticals World Staff 04.23.19

      Trending
      • Vitamin D3, Omega-3s, Exercise May Cumulatively Reduce Cancer Risk In Older Adults | Nutraceuticals World
      • Leaven Essential To Launch Branded Botanical Extracts To Global Markets | Nutraceuticals World
      • Vitamin D3, Omega-3s, Exercise May Cumulatively Reduce Cancer Risk in Older Adults
      • Oregon Files Lawsuit Against GNC | Nutraceuticals World
      • Vitamin K2 Status May Impact Blood Pressure And Pulse Wave Velocity | Nutraceuticals World
      Breaking News
      • GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe
      • Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board
      • Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission
      • Choline Alone May Improve Maternal DHA Status During Pregnancy
      • Cranberry Consumption Linked to Memory and Neurological Function Improvements
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Aging in Place: Lifestyle Supplements Science-Based Solutions
      • Getting an Edge in Esports: Meeting Health & Nutrition Needs
      • Nutraceuticals for Men: Muscle Health and Performance Nutrition

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe
      Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board
      Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission
      Coatings World

      Latest Breaking News From Coatings World

      Teknos Receives EcoVadis Gold Medal for Sustainability Performance
      AkzoNobel and Partners Team Up to Hack Carbon Reduction Challenges
      Five PPG Facilities in Ohio Recognized for Sustainability, Health, Safety Practices
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      MPO's Most-Read Stories This Week—May 21
      Iterative Scopes Expands its Senior Leadership Team
      Viz.ai Raises $100 Million in Series D Funding
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Piramal Pharma Solutions New API Plant in Canada Now Online
      MG America Appoints Claudio Radossi as President
      Catalent Invests $175M to Expand Mfg. Capabilities at Winchester, KY
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Authentic Beauty Concept Launches Second-Generation ‘Refill Bar’
      HASK Beauty Enters Exclusive Partnership with Amazon
      Garance Doré Launches Made in France Skincare Line
      Happi

      Latest Breaking News From Happi

      SPF Setting Spray, Lip Contour and Knotless Braids Are Hot Trends: Spate
      Nutrafol Launches Collagen Infusion
      ÄZ Craft Luxury Haircare Products Support All Hairstyles
      Ink World

      Latest Breaking News From Ink World

      Weekly Recap: Zeller+Gmelin, Sun Chemical and Kornit Top This Week’s News
      Nazdar Celebrates 100 Years with a New Look
      hubergroup Chemicals Exhibits at Paint India for First Time
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      Specialty announces move to new facility
      Mark Andy hosts dealer's open house in Warsaw
      Nazdar celebrates 100th anniversary with refreshed brand identity
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      3M to Expand in Nebraska
      Nicely Offers Nonwoven Slitters, Winders
      'Right' Hygiene Conference to be Held in June
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      ODT's Most Read Stories This Week—May 21
      FDA Clears Anika Therapeutics' X-Twist Knotless Fixation System
      Paragon 28 Rolls Out TenoTac 2.0 Hammertoe and Soft Tissue Repair
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Weekly Recap: Graphene Flagship, Japan Display and LG Display Top This Week’s Stories
      Evonik Launches New Processing Aids for PV Wafer Cutting
      NREL Creates Highest Efficiency 1-Sun Solar Cell

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login