The Influence of Colorants, Flavorants and Product Identity on Perceptions of Naturalness

Natural foods are important to consumers, yet frustrating to producers due to the lack of a formal definition of "natural". Previous work has studied how consumers define naturalness and how they rate the naturalness of various products, but there is a gap in knowledge relating to how color and flavor additives impact perceptions. The objective of this study was to understand how colorants and flavorants on ingredient statements affect perceptions of naturalness. An online survey was launched in the United States, United Kingdom, and Australia to determine how consumers perceive products with ingredient statements containing different combinations of artificial and natural colors and flavors when shown with and without the product identity. Results showed that consumers look at the whole product primarily to make decisions about naturalness, but also consider other factors. Products derived from plants and products with natural colors and flavors were perceived to be the most natural. Artificial flavors may be more acceptable than artificial colors due to negative health perceptions and labeling rules associated with colors. Additionally, factors like ingredient familiarity and processing likely influence consumers when making decisions about product naturalness. Males, Millennials, and educated participants have higher naturalness scores than other participants in their respective demographics.