Natural Colors are Shaping the Future of Food

What Global Shoppers Really Think About Natural Colors

Color has always influenced how we experience food and beverages but today, consumers are asking deeper questions. Where does that color come from? Is it natural? And what does it mean for their health, taste experience, and trust in a brand?

Our global research shows that shoppers are becoming more intentional in their choices. More than 70% say they’re inclined to purchase products labeled “contains natural colors” or “colors from nature,” while nearly 80% would choose a naturally colored product over the same one with artificial colors. 

Consumers increasingly avoid artificial colors, while natural claims on packaging are influencing purchase decisions more than ever. Yet, confusion still exists. Do consumers really understand what’s natural versus artificial? And are they willing to pay more for it?

The answers may surprise you.

Across regions, shoppers consistently link natural colors with health, quality, and freshness. At the same time, perceptions differ widely: what drives a purchase in Asia Pacific may not hold the same weight in Europe. This creates challenges—but also opportunities—for brands ready to act.

The bottom line: consumers want more natural colors in their food and beverages. But their preferences aren’t always straightforward, and clarity matters just as much as the ingredients themselves.

Why it matters for manufacturers

The rise of natural colors is more than a clean-label trend, it’s reshaping the way shoppers define quality and trust. For brands, the challenge is twofold: delivering vibrant, stable natural color solutions, while also communicating their use in ways consumers understand and value.

That’s where Kalsec comes in. As a global leader in natural colors, we provide not only the ingredient solutions, but also the technical expertise, regulatory guidance, sensory panels, and market insights to help manufacturers stay ahead. From sauces and snacks to proteins and beyond, we help brands innovate with confidence and deliver products that meet rising consumer expectations.

Download the full report to uncover the global data, regional insights, and actionable takeaways that will guide your move into natural colors.