Consumers will pay more for natural colors

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Today’s consumers are demonstrating an increasingly powerful preference for natural colors.

And now there’s new evidence of the advantages manufacturers gain when they go natural. When Lycored asked 500 consumers if they would pay more for a product with natural flavorings and colors almost nine in ten said they would.                                                               

The implications of the research are clear: Replacing artificial colors with natural options will resonate with shoppers, give products a more positive brand positioning, and enable higher pricing.


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