Colourful and natural!

Consumers all over the world are increasingly health-conscious and pay more attention to the products they eat and drink every day. In order to map out the extent of this ongoing trend towards more naturalness and its implications for food and beverage manufacturers, the GNT Group, leading global provider of Colouring Foods, and the market research institute TNS surveyed more than 5.000 people from ten countries in Europe, Asia and the Americas about their eating and shopping habits.

Naturalness is key

In fact, the majority of consumers worldwide deliberately choose the healthier product option in the supermarket. Thereby additives are of special concern. Preservatives as well as artificial colourants and sweeteners are at the top of consumers black list – 50 percent avoid these ingredients when going shopping. Consequently, 54 percent want their food and drinks to be made with natural colours only. In order to stay clear of unwanted components, shoppers thoroughly check the product label and wish for short ingredient lists whose components they know and understand. Regardless of their demand for more naturalness, consumers do not want to compromise on the attractiveness of the foods they buy. For every third, colour is a key criterion when choosing a particular product.

Colouring Foods as clear-label alternative

Against this background, manufacturers switch to Colouring Foods. GNT’s natural colour solutions, marketed worldwide under the brand name EXBERRY®, are exclusively made from fruit, vegetables and edible plants. Since Colouring Foods are classified as ingredients, they can simply be labelled as such, e.g., “Colouring Food (concentrate of pumpkin, elderberries)”. This makes them an ideal option for the production of clear label-products, meeting current demands for more naturalness. Given the latest consumer trends, GNT’s experts expect Colouring Foods to evolve into the industry’s standard within the next few years.

Additional information on GNT is available at: www.gnt-group.com