Natural colours and flavours prove central to consumer demands

The market for colours and flavours is one that has undergone key changes in recent years, as Confectionery Production explores with Oterra and GNT

As studies from Danish headquartered Oterra have revealed, consumers love Limited Time Offers (LTOs) in confectionery, with naturally-coloured options being among the most sought after around the world.

“LTO’s tap into novelty, scarcity and excitement and are a powerful tool for confectionery brands wanting to stand out on the shelf,” says head of marketing for Oterra, Vibeke Haislund.

The company teamed up with GlobalData to survey more than 2,000 consumers across the US, Brazil, Mexico, UK, and Germany to find out what drives consumer preferences.

Nearly half of confectionery shoppers had tried LTO confectionery with the prime driver being ‘to treat themselves’.

Notably, the study showed that consumer awareness in LTO’s was strong across all markets, with Brazil leading, followed by the UK, US, Mexico, and Germany.

“We found that natural colourings are a key factor in purchase decisions, with many shoppers claiming it as an important factor. They were also consistently more likely to purchase a limited edition product if it used natural colourings, underpinning its clear positive purchase influence across all markets,” adds Vibeke Haislund.

Shoppers aged between 25 and 44 were the most regular purchasers of LTOs, with around 80 per cent buying for themselves, 54 per cent for partners or spouse and 50 per cent for their children.

Consumer preference
Around 70 per cent of respondents said that they were more likely to buy when natural colours are used, and 95 per cent said natural product colours were important.

While trying new tastes was significant, seasonal themes and eye-catching packaging were other external factors that encouraged trying new LTOs. But colour sealed the deal for many consumers, as was linking flavours to themes.

When asked what colours are most appealing in LTO confectionery, the answers varied between countries. There was a strong preference in the US for patriotic blue and red colours while Brazil, showed a preference for more rainbow and multicoloured products.

Overwhelmingly the desire was for bright and bold shades with only two exceptions: Pink, where there was a slight preference for paler shades, and brown, where there was less interest overall, but again, a preference for paler shades.

Natural colouring success
As Netherland-based GNT has also asserted, there remains a concerted shift among many consumers towards better-for- you and more natural product  ranges.

Dieuwertje Raaijmakers, marketing communications specialist at the group, noted that regulatory changes are fast- shifting that picture in the US and elsewhere around the world.

Erythrosine, which is also known as Red No 3, has been the main focus, as it’s being banned nationwide in America, as well as several Latin American countries.

In April, the US Food and Drug Administration also announced that it’s working with manufacturers to phase out other petroleum-based synthetic dyes. Many of the top US brands have since issued statements confirming that they’re working to reformulate their recipes to remove petroleum-based dyes.
Raaijmakers noted: “We create all our Exberry colours from non-GMO fruit, vegetables and plants. As a leading global supplier, we’ve seen a significant rise in demand for our colours from manufacturers who are active in the Americas since the announcements.

“Sudden increases in demand can be challenging for plant-based colour suppliers because you have to grow sufficient amounts of the raw materials. We’ve built up a robust supply chain over several decades, working with the majority of our farmers on long-term contracts, and that helps us to maintain stable supplies, even during difficult times.”

Furthermore, the business has recently been exhibiting its Exberry series in Asia, where studies have shown that nearly two thirds of consumers are seeking the most natural colours and flavours they can find.

Andreas Thiede, General Manager of GNT Singapore Pte Ltd., explained that the company’s decades of experience in the sector had enabled it to bring the best plant-based solutions to market.

He commented: “Exberry colours are the perfect replacement for synthetic dyes. We have nearly 50 years’ experience with plant-based colours and can help brands make the switch with a minimum of fuss.”

As the business observed, a growing number of Asian food and beverage brands have already switched to plant-based colors over recent years to meet local consumer demand for natural ingredients.

Between 2020 and 2024, natural colours were used in more than twice as many food and beverage launches as synthetic dyes across the region.

Andreas added: “More and more manufacturers are now making the move to natural colours. Our plant-based, sustainable Exberry colours offer a future proof solution for local markets and beyond, supporting simple label declarations while delivering vibrant and stable shades.”