AN ACTIVE VALUE CHAIN
Recently, we announced our newest addition to the Sensient Colors family—Mazza Innovation, a pioneer in clean extraction technology for botanicals. This step is a major progression in our ‘seed-to-shelf’ strategy, as it enhances our innovation across the entire natural color and coloring food value chain for nutraceuticals.
You may have heard about our agronomy initiatives, including the addition of annatto and carmine extraction capabilities at Sensient Peru. Our agronomy technology enables Sensient to contribute significantly to both long term cost-in-use improvement and performance through pigment maximization in the botanical color source.
While our agronomy program addresses cost and performance challenges with colors from natural sources, Mazza Innovation will further our advances in meeting demands for the purest process engineering techniques.
CONSUMER DEMAND FOR TOTAL TRANSPARENCY
The artificial versus natural ingredient debate is by no means new anymore. While a significant portion of the population are comfortable with synthetic ingredients like color because of their longstanding history of safe usage, recent product launches from food manufacturers are responding to consumer segments seeking natural offerings. In 2017, nearly 65% of US and European nutraceutical launches used either natural colors or coloring foods. This percentage has been growing across all regions of the world. The natural trend has also taken hold in the skin and hair care, cosmetic, food, and household cleaning markets as well. Manufacturers who are able to nimbly keep up with consumer desire for natural are winning.
But—the scrutiny of ingredients in vitamin and dietary supplement products isn’t over! The preferences of today’s information hungry consumers are actually evolving. In the future, we suspect natural claims alone will not be enough, based on some of the recent claims hitting retail store shelves in Europe and The United States:
“No Processing Agent”
“No Undesirable Ingredients”
These particular claims are certainly not the norm. However, according to Nutraceuticals World, a decided majority of U.S. consumers are reviewing labels to see what is included and excluded to vet ‘unnecessary’ ingredients because they want more transparency overall.