At Sensient, we spend a great deal of time studying consumer behavior so we can help food and beverage manufacturers stay ahead of shifting expectations.
In fact, a study published in the Journal of Consumer Research in 2007 concluded that color is a more powerful influencer than taste.
At the same time, consumer demand for natural food colors continues to rise. In a Sensient consumer study, 66% of respondents said they prefer products colored with natural sources. With more brands publicly committing to removing synthetic dyes, interest in natural colors has never been higher.
Yet despite growing adoption, misconceptions remain. Even experienced formulators often ask the same questions.
In 2025, the U.S. Food and Drug Administration (FDA) announced plans to phase out several petroleum-based synthetic food dyes by the end of 2026, driven by health concerns and the “Make America Healthy Again” movement.
Sensient has been preparing for this shift for years. By strengthening our supply chain, investing in agronomy, and advancing natural color technology, we are well-positioned to support customers through regulatory change—without compromising performance, creativity, or consumer appeal.
The future of food color is natural—and it’s more vibrant, stable, and achievable than many still believe.
