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How much does the choice of food colors influence US consumers’ purchasing decisions? Do consumers care about whether a product uses natural versus artificial colors? When should food manufacturers be particularly concerned about their choice of food colors, whether natural or artificial?
These are just a few of the questions that the Natural Colours Association (@NATCOL) explored in the NATCOL US Consumer Food and Beverage Colors Attitudes Study, 2024. This landmark study examined the topic of natural food colors and the extent to which consumers are aware of them, accept their use in various food categories and consider them when making purchasing decisions. It also examined how to best communicate their use and presence in food and beverage products. The study, consisting of qualitative, on-line chats involving 34 consumers, followed by an on-line survey of 1,001 US consumers, was completed in early 2024. Respondents were screened to be responsible for household purchases, and the sample was qualified to represent the general US population, with consideration for gender, ethnicity, geography, and income levels.