Nature sells

A study by researchers at the University of Southampton in 2007 has shown evidence of increased levels of hyperactivity in children consuming mixtures of some artificial food colors and the preservative sodium benzoate. Findings of the study have led to the growing market preference for natural colors.

The study published in The Lancet in September 2007 concluded that six synthetic colors can aggravate hyperactivity in children: tartrazine(E102), quinoline yellow (E104), sunset yellow (E110), carmoisine(E122), ponceau 4R (E124) and allura red (E129). The study received massive media coverage and caused a stir among consumers and

food manufacturers internationally.

Authorities and industry react

In March 2008, the European Food Safety Authority (EFSA), the food risk assessor for the European Commission, conducted an assessment of the Southampton study. It found “limited evidence that the two mixtures of synthetic colors and sodium benzoate tested had a small and statistically significant effect on activity and attention in children”.

Due to inconsistencies and the inability to attribute the effect to any additives in particular, the EFSA stated that “the findings of the study cannot be used as a basis for altering the acceptable daily intakes of the identified food colors or sodium benzoate”.

In April 2008, the UK Food Safety Agency (FSA) said colors identified in the Southampton study should be phased out in Europe. While advising the European regulators to implement a ban on the colors the FSA urged UK food producers to voluntarily remove the additives through extensive reformulation. In the same month, 42 consumer associations, food organizations, and health groups in Europe called for the European Commission to ban the colors.

In June 2008, the Danish Consumer Council reviewed 24 similar studies conducted prior to the Southampton study. The Council stated that all studies involving 50 children or more conducted after 1988 showed negative effects on children’s behavior. In the same month, food colors took center-stage in the US media when the independent science-based organization Center for Science in the Public Interest stated that it had filed a petition with the US Food and Drug Administration(FDA) to ban the identified artificial colors used in food.

The FDA said that the Southampton study did not warrant a re-evaluation of safety in food, drug and cosmetic colors. The International Association of Color Manufacturers and the Grocery Manufacturers Association had also responded to media inquiries by disavowing any link between the intake of artificial colors and hyperactive behavior in children.

However, since the Southampton study was published, food manufacturers worldwide have been replacing artificial colors with natural ones. More will follow suit as the European Parliament decided in July 2008 that foods containing the Southampton colors must be labeled with the relevant E number and with the phrase “may have an adverse effect on activity and attention in children”. Foods containing any of the six dyes are to carry the warning within 18 months of the upcoming official publication of the European Union law.

Double-digit sales growth in natural colors

According to Hans Thorkilgaard, executive vice president, Chr Hansen’s Color division, “Last year, we experienced a double-digit sales growth in natural colors. We also have an exceptionally strong pipeline of both sales and development projects.”

“The Europeans were the early adopters of natural colors. We are also seeing growing demand for naturally colored foods and beverages from South America, Asia and the Middle East.”

According to Tansukhlal Jain, general manager, Chr Hansen India, and regional industry manager food and beverages, Asia Pacific, Middle East and Africa (APMEA), the colors debate in the West is starting to have an impact in the Indian beverage and confectionery industries.

“While India is still predominantly a synthetic colors market, I believe the balance will shift towards natural colors. Food and beverage producers are willing to try out natural alternatives if the compromises on stability, food safety and cost are acceptable.” While there are Indian and Asian food producers switching to using natural colors, Jain advises to observe developments made by global players such as Nestlé and Cadbury.

Market opportunities

"Currently, the production of natural colors is technically advanced. The colors are more stable in varying conditions of temperature, light and pH. This makes it easier for producers to successfully replace synthetic colors with natural ones,” says Charlotte Gylling Olsen, product manager in Chr Hansen’s Color Division.

One of the natural ingredients commonly used is phytonutrients. They are certain organic components of plants that are thought to promote health. They occur naturally in a large variety of vegetables and fruit such as bilberries, cranberries, blackcurrants, palm oil, grapes and cabbage.

Flowers are widely used as natural ingredients as well. Data from Global New Products Database Mintel found that there are significantly more drinks and sweets colored or flavored with hibiscus extracts. In 2007, there are close to 500 products with hibiscus extracts released in Singapore, Taiwan, Hong-Kong, Malaysia, Thailand, the Philippines, Vietnam, and Indonesia. These products are usually targeted at health-conscious with manufacturers using claims such as ‘no preservatives/preservatives’ and ‘all natural’. In beverages, tea and coffee are in demand. According to Datamonitor, the Japanese soft drinks sector in 2007 was worth JPY 3.8 trillion($0.035 trillion). It was the most valuable market in the country’s beverage industry.

Tea beverages remain the biggest category while total market growth came mainly from the carbonated drinks and mineral water sectors. Based on production value, tea and coffee beverages account for nearly 50% of the soft drinks sector. Carbonated drinks account for about 16% of the production, making it the third largest category in the sector.

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