In the world of food colorants, the anti-artificial trend governs the space today, with natural colors appearing in about 75% of new food product launches. Consumers still use their eyes to choose foods, but they want the ingredients, including (and sometimes especially) any colors, to be derived from biological sources, such as fruits, vegetables, flowers, and other botanicals. 

Since “dairy-free dairy” must deliver on a range of consumer needs, consumers who seek dairy alternatives due to an allergy or lactose sensitivity may want dairy alternatives that have comparable nutritional profiles to a dairy counterpart.