Natural food dyes are winning the snack wars
American shoppers are increasingly buying food made from natural colors. Since last year, the Food and Drug Administration (FDA) has moved to phase out synthetic dyes from food. Now, research shows that consumer demand is trending in the same direction as shoppers opt for products that use natural colorants like beets, grape, paprika, and turmeric instead of artificial dyes. According to a new…
Recent data shows a significant shift in consumer purchasing habits, with a 24.4% increase in sales of food and beverages featuring natural colors from 2024 to 2025, according to a report by the National Confectioners Association and RTI International. In contrast, products with artificial colors have seen a mere 0.1% growth over the same period.
The surge in natural color usage is particularly pronounced in prepared foods, diet and nutrition products, baking, seasoning, and toppings, as well as candy and beverages. This trend aligns with the FDA's ongoing efforts to phase out synthetic dyes, reflecting a broader consumer preference for natural ingredients and clean labels.
However, the transition to natural dyes presents challenges, including potential higher costs, supply instability, and uneven implementation. Retail giants like Target and Walmart have already taken steps, removing synthetic colors from their products, and major companies such as Kraft Heinz and General Mills have announced plans to eliminate artificial dyes from their offerings by 2027.
Despite these hurdles, the authors of the report suggest that realistic timelines for the transition should be established, taking into account factors such as testing time and supply chains. The psychological impact of natural dyes, often perceived as less vibrant compared to synthetic alternatives, may also influence consumer acceptance.
With federal pressure and legislation from various states, coupled with the potential economic benefits for manufacturers, natural dyes may soon become a mainstream choice in the food and beverage industry.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
