Individual Presentation: Natural Colors in Focus: US Consumer Awareness and Regulatory Developments

The Natural Food Colours Association (NATCOL) conducted a comprehensive study of a representative sample of 1,000 US consumers to assess awareness, preferences, and acceptance of natural versus artificial colors. In this session, NATCOL will present its updated 2025 Consumer Research Study, referencing the NATCOL US Consumer Food and Beverage Color Attitudes Study from 2024. Findings indicate that incorporating natural colors in food aligns with consumer demand for healthier, less processed ingredients. Consumers demonstrate a clear preference for natural over artificial colors, driven by familiarity and perceived health benefits. The research further suggests that educating consumers about natural colors can enhance acceptance and strengthen brand positioning. This session will highlight key insights from the study and examine regulatory considerations for the use of natural colors in the US market.