Natural pigments—bringing everything back to its original, authentic essence.

Since the advent of synthetic food colorants, their safety for human health has been questioned by numerous research institutions worldwide. Perhaps the most far-reaching impact on the industry came in 2007 with the “Southampton Six” incident. Researchers at the University of Southampton in the United Kingdom found that consuming six synthetic colorants—E102 Tartrazine, E104 Quinoline Yellow, E110 Sunset Yellow, E122 Carmoisine, E124 Ponceau 4R, and E129 Allura Red AC—along with the preservative sodium benzoate, could exacerbate hyperactivity in young children. In the wake of this finding, food manufacturers around the globe began replacing synthetic colorants with natural alternatives, particularly in confectionery products targeted at children.

Market data from Innova Market Insights shows that global consumption of natural colorants increased in 2016, with the market posting a compound annual growth rate of 11.5% between 2015 and 2016. Among newly launched food and beverage products worldwide in 2016, baked goods accounted for the broadest share of applications at 13.6%, followed by ready-to-eat meals, confectionery, beverages, and dairy products. Beyond the food and beverage sectors, animal feed and the textile industry also represent major application areas; historically, humans first used plant‑based and mineral pigments to dye fabrics, but this traditional approach was gradually supplanted with the advent of synthetic colorants. Driven by consumers’ growing preference for natural ingredients, natural‑colorant‑based textiles are now experiencing a renewed surge in popularity.

Black-based pigments may be the next trend.

Among the myriad colors, red, yellow, green, orange, and blue dominate the natural pigment market—especially red hues. For Chinese consumers, “red” is by far the most beloved shade and has even evolved into a cultural symbol. By contrast, black pigments have received comparatively less attention, with lower adoption rates and market share; yet this does not hinder their future growth. According to data from Plant Extract Bridge Media, sales of black‑based pigments have shown a noticeable uptick in recent years. Currently, plant‑derived carbon black and squid ink are the most widely used black pigments worldwide, finding applications in candies, pastries, cookies, and frozen beverages. Although black‑colored products remain relatively scarce on the market, black is increasingly becoming a trend in the food and beverage sector. At the end of 2015, a $24 “BLK” black drink in China became an instant hit, drawing widespread industry attention. More recently, to celebrate Halloween 2017, Pizza Hut launched a “black pizza,” enlisting celebrities for its promotion. In the U.S., high‑end black‑themed products such as black coffee, black ice cream, black cookies, and black bread have already hit the shelves. Despite their dark, moody aesthetic, these items exude an irresistible allure—particularly among today’s post‑90s and post‑00s generations, for whom black epitomizes style and coolness. In an era when self‑deprecating humor is all the rage, the food and health industries are keeping pace with this trend. Little Damage, a U.S. pioneer in dark‑themed ice cream, sparked a wave of enthusiasm with its charcoal‑infused offerings. The author himself had the chance to sample plant‑based carbon black ice cream at the 2017 CPHI Shanghai trade show; its appearance and texture were undeniably captivating. Beyond the products themselves, packaging is also trending darker: Wanglaoji unveiled a “black can herbal tea” during the summer of 2017, targeting younger consumers’ tastes. Overall, black—a color that defies convention and radiates individuality—may well set the next big trend in the food and health space.

People born in the 1980s and 1990s prefer natural food colorings.

A 2016 study by Mintel found that 43% of millennial young mothers (born between 1984 and 2000) are highly interested in products marketed as containing natural colorants, whereas this proportion is only one-third among U.S. consumers in the same demographic. Millennials—commonly referred to today as those born in the 1980s and 1990s—are a new‑generation consumer group with distinct shopping preferences. Having grown up immersed in the digital age, they are eager to try innovative products and take health very seriously. Moreover, their approach to health does not necessarily correlate with age; compared with older generations, millennials place greater emphasis on personal well-being, particularly first-time mothers. When selecting products, this cohort prioritizes natural ingredients, especially when it comes to children’s items such as dairy and confectionery, largely because synthetic food colorings may pose potential health risks to children. Over the past year, the global market for candies and baked goods fortified with natural colorants has expanded by 15%, with most offerings targeting younger consumers. At the same time, dairy products like ice cream and yogurt are also shifting toward natural colorants. A survey conducted by Israel’s Lycored revealed that millennial mothers place significant importance on whether dairy products use natural colorants, while the confectionery sector remains another key area of their attention.

China’s millennial generation has emerged as the mainstream consumer group, with data showing that consumers under 35 account for 65% of overall consumption growth. This new‑generation demographic is more generous in spending and highly attuned to personalized preferences, placing great emphasis on product experience and a healthy lifestyle—especially amid the broader “Healthy China” initiative. Millennials embody distinct hallmarks of their era and trend‑setting individuality, posing heightened demands on manufacturers to seamlessly integrate digital innovation, personalization, fashion, convenience, experiential value, and health into their offerings. Consequently, China’s consumption patterns are evolving in tandem with the rise of the millennial cohort.

The “Asia-Pacific” emerging market holds greater development potential.

In the past two years, the global natural pigment market has experienced rapid growth. According to Grand View Research, the global market for natural food colorants is projected to reach US$2.5 billion by 2025. As consumers become increasingly concerned about the health risks associated with synthetic colorants, demand for natural pigment products is expected to continue rising in the coming years. In terms of the global natural pigment market, North America and Western Europe currently hold the dominant position, accounting for over 60% of the market share in 2015, largely driven by growing demand from the region’s food-processing industry. Meanwhile, the Asia-Pacific region (APEJ), excluding Japan, recorded a market size of US$320 million in 2016, with a growth rate of 7.7%.

Although the Asia-Pacific region’s natural pigment market is currently smaller than that of synthetic pigments, growing consumer preference for products containing natural ingredients has driven the growth rate of natural pigments to outpace that of synthetic ones. According to a 2016 Nielsen survey, 61% of global consumers reported striving to avoid products with artificial colors, while in the Asia-Pacific region, approximately 65% of consumers said they steer clear of artificial colorants—higher than in other regions worldwide. Additionally, eight out of ten consumers in the Asia-Pacific region expressed significant concern about the potential health risks associated with long-term use of artificial additives, a proportion that also exceeds that observed in other parts of the globe.

Consumer demand is essential for smooth market growth. According to Grand View Research, the Asia-Pacific natural pigment market is projected to account for 29% of the global total by 2025, driven primarily by the increasing availability of food and beverage products containing natural pigments and the rise of a burgeoning middle class. Currently, the number of new product launches featuring natural pigments in the Asia-Pacific region is steadily rising. A 2016 survey by Market And Markets indicates that, while global demand for natural pigments is expanding across all regions, the Asia-Pacific market is expected to lead with a compound annual growth rate of 5.3%. Consumer preferences regarding the health attributes of natural products also vary: in emerging markets such as Asia-Pacific and Latin America, consumers are more willing to pay a premium for “all‑natural” foods, whereas North American consumers tend to prioritize “non‑GMO” and “organic” products.

Dairy products: the next frontier for innovation in natural colorants

Market data from Innova Market Insights shows that from 2012 to 2016, the global dairy sector experienced very strong growth, with new product launches expanding at an average annual rate of 11%. Although the Asian market lagged behind this global pace, it nonetheless demonstrated an upward trajectory, particularly in Japan and China. Consumers have high expectations for the taste and appearance of dairy products, prompting manufacturers to continuously innovate to meet evolving market demands. For example, in September 2017, Arla launched a pink sparkling milk, which features naturally derived pink fruit juice. This addition not only enhances the product’s visual appeal and perceived health benefits but also sparks consumer interest—especially among teenagers, who find it “cool.”

Natural pigments also face industry‑specific challenges in the dairy sector, according to Christiane Lippert, Head of Food Marketing at Lycored. Dairy products present unique coloration hurdles: some pigments do not perform well in high‑fat formulations and are sensitive to pH levels. Yet perhaps the greatest challenge stems from manufacturing and storage conditions. Many dairy products must withstand extreme temperatures and exposure to ultraviolet light—conditions under which numerous pigments lose stability. To address these issues in oil‑soluble product formulations, Chr Hansen launched a new line of natural, oil‑soluble food colors in North America in 2017, designed to dissolve readily in oils and blend stably with other oil‑soluble pigments.

The rapid growth of the natural pigment market is closely tied to consumer preferences. According to Mintel’s market research, more than one-third of U.S. consumers say they are interested in products free of artificial colors, with 31% and 43% of millennial and Gen Z parents, respectively, expressing this preference. “Clean labeling” is another key driver of market expansion, prompting an increasing number of food manufacturers to embrace this trend. Natural pigments such as lycopene, lutein, anthocyanins, and carotenoids can themselves color foods while also offering specific nutritional benefits, enhancing both the visual appeal and flavor of products while boosting their overall nutritional profile.

Recently, Mintel’s 2018 Food and Beverage Trends Report highlighted “Transparency” as a prominent trend. Consumers are increasingly concerned with product information—such as origin, ingredients, production methods, types of additives, and distribution channels—with the ultimate goal of assessing product transparency and authenticity. The growing adoption of clean‑label practices is further enhancing transparency and traceability in food and beverage offerings, fostering greater consumer trust. While overseas markets have already begun shifting toward natural colorants, China’s domestic natural‑colorant market remains relatively slow to develop; even in second- and third-tier cities, it remains difficult to find children’s products formulated with natural colors. When, one wonders, will Chinese children finally enjoy the right to access foods made with natural colorants?