Consumers are sending a loud message to the processed food industry: Dump the synthetic food dyes and replace them with natural source coloring. We can only hope that Big Food is paying attention.
According to the new study, people are willing to pay almost 50% more for a product that uses natural colors.
- In an online poll commissioned for Lycored, 88% of consumers surveyed said they would pay more for food and beverages made with natural flavors and colors, according to Food Ingredients First.
- When consumers were told a flavored milk beverage cost an average of $1.50, respondents said they would pay up to $2.20 for the product if it contained natural ingredients — a 47% increase.
- The study also found that consumers preferred the look of natural colors over artificial colors. Participants rated a naturally colored strawberry milk drink the best looking.