Jugos, bebidas, vinos y licoresFeb. 20, 2018
Bebestibles/EE.UU: 89% de los productos utilizaron colorantes naturales en 2017
More than three-fourths of new foods and beverages introduced in North America in 2017 used color from natural sources, according to Mintel, Chicago. This large proportion reflects intensifying consumer resistance to products containing artificial colors, which are petroleum-based and require certification by The Federal Food, Drug and Cosmetic Act (F.D.&C.).
While such cleaner formulations may deliver market share gain and commercial success if executed well, recent consumer research by Sensient Colors L.L.C., St. Louis, showed that sacrificing the color vibrancy provided by artificial colors may hurt a brand. This risk is particularly acute for beverages intended to refresh and rehydrate and sold in clear packaging.
“In our 2017 large-scale consumer retail study, we tested different products to better quantify the value of color in today’s foods and beverages,” said David Gebhardt, technical director at Sensient. “Interestingly, consumers associated greater color intensity with better taste and more flavor in 89% of the tested products, even though zero taste testing was involved.”
Regardless of source, food colors should not impact a beverage’s flavor or sweetness.
The research featured an online quantitative study with more than 1,600 consumers who judged product concepts based on images. The results showed a strong correlation between color shade vibrancy and taste expectations. Because taste expectation is the leading driver of consumer preference, color vibrancy must be considered in the product development process.
“Most notably, our research concluded consumer purchase intent grew as color vibrancy increased,” Mr. Gebhardt said. “Obviously the reverse is also true. Consumers believe products with more vibrant color will taste better, have superior sweetness and are more attractive.”
Regardless of source, food colors should not impact a beverage’s flavor or sweetness. They may, however, interact with other ingredients, which may impact visual appeal. This is particularly true for colors sourced from nature, making it paramount that product developers condust shelf life tests for beverage color stability even beyond a product’s expiration date.
February 14, 2018