What colours are perferred by consumers this easter

Global survey by GNT reveals: Consumers want to understand what colours their food and drinks

21-Mar-2016 - Germany

Spring and Easter is a time for colourful treats from bunny shaped confectionery to decorated chocolate eggs. It is also clear that alongside the colour shade itself the source of colour impacts on the consumers’ purchase decision.

Research revealed that 50 percent of shoppers consciously try to avoid artificial additives, with colours typically being at the top of their black list. More than one third of consumers would even buy sweets more often if they were made from natural ingredients and 66 percent are motivated to take a critical look at product labels, in order to check them for undesired ingredients. In fact, when buying sweets, shoppers are demanding natural colours and have a clear definition of these in mind, expecting them to only originate from edible raw materials such as fruit and vegetables.

These are just some of the key findings of a global survey, conducted by market research institute TNS on behalf of GNT (www.gnt-group.com) on the topic of attitudes towards packaged and processed food and the role colour has to play in the evaluation of products.

Today, artificial and other additive colours can be replaced by Colouring Foods. Such colouring concentrates made from fruit, vegetables, and edible plants fit with consumer demands for natural and recognisable ingredients. The use of Colouring Foods in confectionery shows sustained and significant growth in recent years and is increasingly considered to be a critical factor in the success of new product launches.

Are you interested in further information on Colouring Foods and key insights from the consumer study? We will be pleased to provide you with further information about colouring confectionery or indeed other product categories together with advice on replacing additive colours with Colouring Foods. In addition, you can find more information on Colouring Foods on the GNT website: gnt-group.com.