Consumers concerned by colours, reveals GNT

With Easter fast approaching, it’s revealed that alongside the colour shade itself, the source of colour impacts on the consumers’ purchase decision as well.

Research revealed that 50% 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% 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 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.

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