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.