Consumers are looking at labels with a more discerning eye than ever before. The use or omission of certain ingredients can appeal to these selective shoppers. Front-of-pack claims and ingredient statements on the back are both influencing consumer appeal and purchase patterns, with shoppers looking for natural, recognizable ingredients as well as “clean” products that match taste expectations. They are also unwilling to sacrifice quality or experience for these clean labels, and in many cases are even willing to spend more on foods that meet these expectations. “Clean label” is defined differently by each consumer, and brands seeking to meet those expectations are formulating to avoid unfavorable ingredients.
Consumer demand for simpler or more recognizable ingredients is pushing brands to innovate and renovate with clean label colors. In some regions, transitions from synthetic dyes to natural colors are drawing attention, while coloring foods gain popularity in other areas. Brands can create brightly colored, delicious products without sacrificing flavor, vibrancy, or appeal.
Heat-stable natural colors bring a blend of six fruity flavors to life in a bright bowl of kid-friendly cereal.
Specific shades may be region-dependent. Example shown is US-compliant.
A fizzy and refreshing beverage made with natural flavors and colors is perfect for summer.
These super spicy potato chips have a fiery kick and natural colors in every bite.
Spurred by a desire for complete health across physical, mental, and emotional dimensions, consumers are increasingly seeking multi-faceted ways to invest in themselves. From walking down memory lane with nostalgic purchases full of joy to micro-dosing on luxury and premium product intake for a moment of self-indulgence to drinking mushroom superfood coffee, consumers engage in “me time” in a multitude of ways, presenting a fertile ground for developing innovative wellbeing products.
Mood management ties directly to consumers’ self-care. Participating in the “joy economy” offers opportunities for brands to reflect the emotional needs of consumers with products that reassure, delight, uplift, encourage, and invigorate. Consumers take different approaches for at-home solace than away from home delight. At home, products that help wind down consumers with relaxation and stress-relief benefits are most attractive. Away from home, consumers search for products that offer incremental indulgence and everyday escapism to add joy to the mundane or special night out.
Start your morning strong with this breakfast bar infused with delicious blueberry flavor and added reishi for mood boost and mental focus.
You deserve a break, and this refreshing smoothie is a perfect indulgent snack to brighten your day: all the yummy flavor and half the calories of a milkshake!
Feed your inner goddess with this creamy, herbaceous dip, perfect with fries for “girl dinner” or with fresh vegetables for a midday snack.
Consumers expect their food and beverages to do more than just be delicious or healthy or functional—now, they would prefer a product that does it all at once. Busy lives, tightening wallets, and on-the-go attitudes push shoppers toward items that offer more than one angle to meet their needs. Specific dietary claims or wellness benefits create opportunities to stay on track with their lives. Shoppers may also choose unexpected tradeoffs between budget and convenience to get exactly the product they’re seeking, so brands have an opportunity to fill multiple niches at once. Products with functional additions, such as fiber, reishi, or adaptogens, offer something above and beyond the market standard.
These bright and spicy chips add extra protein and fiber in a convenient snacking format baked with natural colors.
This sweet, organically colored ice pop is perfect for sick kids who need hydration and extra vitamins but don’t want to eat cough drops.
Support your gut health while you’re replenishing your electrolytes with this sports drink made with real fruit and vegetable juice.
In a time of information overload and short attention spans, consumers are eager for dazzling innovations and exclusive or limited time offers. From unique flavors with an eye-catching color component to unexpected brand blending, products that offer the extraordinary within the everyday excite consumers. Brands can capitalize on expected occasions with surprising twists on standard offerings. To capture opportunity, leverage existing cultures, themes, and experiences and bring them to the mainstream for astonishing, amusing, or delightful moments.
Shoppers are enjoying a seasonal explosion across the store, with seasonal launches branching beyond traditional categories into new areas of growth. As brands jump on the seasonal “bandwagon” to capitalize on fleeting consumer interest, seasonal products and themes are getting more targeted and more unusual to stand out from the pack.
Add a pop of natural color to your winter spread with these sweet and savory crackers.
These death-by-chocolate cookies use natural colors to add an eerie element to your Halloween treats.
Add a frozen treat to your Easter baskets with this decadent ice cream and sauce topping, made without caramel coloring.
Limited time offerings are expanding beyond straightforward holiday launches into pop culture phenomena. To capture consumer interest and cart share, manufacturers are looking to nostalgia, brand fusion, travel, and exploration for inspiration. Consumers have a strong desire to break free from routine with new experiences and are confident to give adventurous or unique products a try.
These sweet and spicy naturally colored gummies bring the heat with a smoky flavor inspired by a popular Mexican salsa.
Add a sweet taste of childhood to baked goods or snacks with these naturally colored bits.
This sweet, tangy gelatin inspired by the “queen of fruits” will expand your culinary horizons.
