Natural Products Insider

JAN-FEB 2019

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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10 INSIDER January/February 2019 Colors and fl avors each play an enormous role in the success or failure of a fi nished product, because if a product doesn't look or taste good, it won't sell. Color additives used in food development not only make products more visually appealing, they also offset possible color loss, enhance naturally occurring colors or give bland-looking foods an attractive hue. Besides imparting fl avor to a product, fl avor additives have functional roles, including masking off-notes and bitterness from nutritional ingredients such as certain proteins, fi bers, omega-3s, botanicals, and vitamins and minerals. But in this new norm of clean label, it's no surprise that consumer avoidance of artifi cial ingredients is driving growth in natural colors and fl avors markets. In fact, the worldwide retail value of packaged food bearing "no artifi cial colors" claims grew about 3 percent between 2015 and 2016, as did the retail value of foods bearing "no artifi cial fl avors" claims, according to Euromonitor International. By 2016, foods free from artifi cial fl avors reached a worldwide retail value of US$41 billion, while those without artifi cial colors reached nearly $50 billion in retail value. Sales are also up stateside. Packaged food with no artifi cial colors or fl avors each grew about 2.5 percent in sales, according to Euromonitor International. The retail value of foods free from artifi cial fl avors reached about $14 billion in the United States, while that of foods free from artifi cial colors reached approximately $11 billion. Rainbow of Opportunities Globally, the food colors market— synthetic, natural and nature-identical— reached $3.8 billion in 2018, and is projected to reach $5.12 billion by 2023, representing a compound annual growth rate (CAGR) of 5.7 percent during the forecast period, according to MarketsandMarkets. The natural segment, fueled by increased demand for food and beverage products made with natural and clean label ingredients, accounted for the lion's share of the total market. The use of synthetic colors in food and beverage products has been a hot-button issue ever since the 2007 University of Southampton's study (Lance t. 2007 Nov 3;370(9598):1560-1567) linking food colors to hyperactivity in children. The study's results eventually were found to be lackluster by the European Food Safety Authority's (EFSA) Panel on Food Additives, Flavourings, Processing Aids and Materials in Contact with Food. Nevertheless, the study set the stage for growing consumer backlash against artifi cial colorants in food. The result has been increased market opportunity for natural colors in key application areas including dairy, beverages, bakery and confectionery. Natural sources include beta carotene, astaxanthin, anthocyanin, annatto and others, while natural-identical sources include mixed carotene, lutein, canthaxanthin, lycopene, curcumin, titanium oxide and more. Furthermore, fruits, vegetables, concentrates and extracts also are becoming more popular as natural alternatives. As the trend in the food and beverage markets pushes for more natural, organic and clean label products, the need for natural ingredients is increasing, and ingredient suppliers are delivering colorful options. In 2017, WILD Flavors and Specialty Ingredients extended its natural food color portfolio by adding food colors based on extracts from pumpkin and a special carrot variety containing lycopene. That same year, GNT launched the EXBERRY ® Savoury Solutions range of natural colors—from yellow, orange and red to pink, brown, blue or green—for savory applications based exclusively on vegetable and plant concentrates. Last year, Sensient Colors Group, a unit of Sensient Technologies Corp., extended its organic food color portfolio with the launch of three new food colors—organic black carrot, organic annatto and organic beet. For 2019, Sensient predicted continued interest in bright colors and extracts sourced from natural superfoods like turmeric, elderberry, spirulina and chlorella, as well as surge in beet juice coloring solutions. Also this year, GNT launched EXBERRY Sunshine Shades, ranging from bright sunbeam yellow to warm harvest orange, derived from pumpkin, carrots and turmeric. The Power of Pantone For more than 20 years, the Pantone Color Institute has set the bar for colors that infl uence product development and purchasing decisions in multiple industries—from fashion and home furnishings to food and beverage products. In 2018, Pantone declared "Ultra Violet" as the color of the year, ushering in a world of unicorns and all things purple that transcended onto food and beverage products in the retail and foodservice scene. Starbucks cashed in on the craze with its Unicorn Frappuccino drink that drove signifi cant traffi c to chains during its limited time offering (LTO) and blew up the company's brand via Instagram and other social media outlets. Consumer packaged goods (CPG) companies also jumped on the purple bandwagon with colorful product launches in key categories including dairy, confectionery, snacks and bakery. For 2019, Pantone elevated "Living Coral" to the top of the color wheel, calling it an animating and life-affi rming shade of orange with a golden undertone. But this year isn't the fi rst time the environment Food & Beverage: Colors & Flavors Natural colors have increased opportunity in key applications including dairy, beverages, bakery and confectionery. The natural flavors sector is driven by rising demand for unusual flavor combinations, unique and exotic flavors, and the desire for healthier alternatives. More than three-quarters of consumers are influenced by flavor choice when purchasing a sports nutrition product. Colors and Flavors Bring Food to Life by Judie Bizzozero INSIDER's Take

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