As the natural colors market accelerates, natural ingredients industry leader Kalsec has just released a new global consumer report, focusing exclusively on how consumers perceive and purchase products with natural colors. 

Here are just a few survey findings: 

• Seventy-percent of global consumers say they seek products with natural colors more than they did a year ago, yet many still struggle to identify them on the shelf. The data suggests that clear, explicit labeling remains a major opportunity for brands.

• Consumer behavior is driven more by avoiding artificial colors than actively seeking natural ones, perhaps because 53% believe artificial colors are widely used, compared with 44% for natural colors. 

• Natural colors are tied directly to quality cues: 82% say natural colors improve food quality, and nearly 80% say the same for beverages.

• Willingness to pay is strong: 60% expect or are willing to pay a 5% premium, and nearly half would pay up to 10%. (Notably, European consumers are less willing to pay more, likely due to stricter regulations limiting artificial colors.)

• Awareness drives action: 70% of consumers say they’re likely or very likely to purchase a product once a manufacturer announces a switch to natural colors.

Download Kalsec’s full report.