Color is often the first thing consumers notice on shelf. Before they read a label, compare prices, or recognize a brand name, color has already shaped their expectations.

Consumers use color to discover, locate, and remember their favorites – why risk consumer displeasure with a change?

It’s a valid concern. But the real risk today isn’t that natural colors can’t deliver the right shade, it’s assuming they can’t — and delaying action as consumer expectations and regulatory pressure continue to build.

If you’re a brand looking to elevate value, strengthen loyalty, and stand out on shelf, colors from natural sources offer a compelling, consumer-backed advantage.

A recent study by the Natural Food Colors Association (NATCOL) sent the clear message that US consumers strongly prefer natural colors and are willing to pay more for products that use them.

The inclusion of colors strengthens brands by reinforcing the trend towards health and wellness, where natural ingredients with ‘cupboard friendly’ names have an advantage.

Shoppers associate natural colors with the terms natural, healthy, safe, and good — while artificial colors carry far more negative perceptions like processed*. This creates a powerful opportunity for brands to differentiate through clearer labels and transparent ingredient stories.

Natural colors have evolved

Natural colors used to be a niche market with a limited number of pigments and shades to choose from. But years of innovation means that’s no longer the case and now you have:

A broader portfolio to choose from: From reds to yellows, oranges, blues and greens, all colors are possible thanks to a growing number of pigments approved for use to meet the demand.

Advanced technology: Microencapsulation of pigments, better drying technologies, and ultrafine milling have resulted in vibrant, stable natural colors.

Solid expertise: Many of the world’s biggest brands have converted to natural, and that experience has made it easier for others to follow their lead.

Education matters

When consumers understand what natural colors are and how they are sourced, acceptance jumps significantly, giving manufacturers a simple lever to boost trust and product appeal. Claims such as ‘no artificial colors’ are among the strongest drivers of purchase intent, motivating nearly 70% of shoppers, according to NATCOL. In the same survey, consumers expressed a desire to learn more about natural color.

Until recently, companies were only able to make labeling claims that products contained ‘no artificial colors’ when their products had no added color at all whether derived from natural sources or otherwise. Now, the FDA has made it easier to claim ‘free from artificial colors.’

These changes offer a great opportunity to appeal to consumers who want to avoid FD&C colors.

Matching color is not about pigments alone

Color conversion is more than a pigment swap. In reality, color appearance is influenced by the entire product system, including:

• pH and acidity

• Sugar, protein, and fat content

• Heat exposure during processing

• Light and oxygen exposure during shelf life

This is why a successful conversion to colors made from natural sources depends on collaboration between brand R&D teams and color specialists who understand how natural colors behave inside real formulations, not just in isolation.

Proven strategies to protect iconic colors

Brands that successfully convert without consumer backlash tend to follow a few consistent principles:

Start early Color matching works best when it’s built into reformulation timelines, not rushed at the end.

Test in real conditions Pilot trials, shelf-life studies, and scale-up testing reveal far more than lab samples alone.

Focus on performance, not assumptions Many natural colors now outperform expectations — but only when chosen and applied correctly.

Work with experienced partners Deep application knowledge reduces trial-and-error and protects brand equity.

From risk to reassurance The real risk today isn’t that natural colors can’t deliver the right shade.

It’s assuming they can’t — and delaying action as consumer expectations and regulatory pressure continue to build.

With the right approach, brands can:

• Preserve iconic colors

• Strengthen trust through cleaner labels

• Move forward without compromising recognition or appeal

Color still drives choice. The difference is that now, it can be natural too.

If your brand is considering a move to natural colors but wants to protect its signature look, Oterra’s experts can help you evaluate, match, and optimize color performance across real-world applications.

Talk to us about safeguarding your color — naturally.

*NATCOL US Consumers F&B Colors Attitudes survey 2025