Nature vs nurture: the novelty of colors from natural sources

Source: Confectionery News

Nature vs nurture: the novelty of colors from natural sources

Color is critical to confectionery. Consumers want unique, colorful products that look great on social media. Artificial colors can meet those desires but they are unacceptable to many consumers, forcing brands to look for new, natural ways to create eye-catching confectionery. ADM is supporting brands with a naturally sourced ingredient portfolio covering the full spectrum, including trending blues and greens.

With eighty-five percent of consumers citing color as the primary reason for buying a product, and eighty percent of people saying that color increases brand recognition, brands need to recognise the influence of color in the confectionary market.1 Color even affects other senses, with studies showing that appearance affects the perceived taste of a product.

While recognition of the importance of color goes back decades — with one study assessing its effect on taste happening in 1936 — social media and in particular Instagram have magnified its significance.3 Food is a major focus of Instagram, accounting for more than 250 million posts a month.4 Thirty-eight percent of the 1 billion active Instagram users view food content.

Color in the Instagram age

On Instagram, color is key. Instagram posts need to be visually engaging to gain traction and research suggests some colors catch the eye more than others. One study found images that are predominantly blue get 24% more likes than those that are predominantly red.6

That finding appears to be influencing the food industry, with one expert stating “the ability of a little blue to turn the dullest food into an Instagrammable shot helps explain its surging popularity.”7 The New York Times picked up on the trend, naming blue its food color of the year for 2020.8 Green is the other trending color in 2020.

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