“Switching from synthetic to natural colors is complex, not a simple swap”, states Paul Manning, CEO of Sensient. The cost is not one-to-one. Manning notes that natural colors can cost 8-10 times more than synthetic, varying by hue and application. Natural yellows and oranges are less costly, while reds, blues, and greens can be up to 20 times more expensive.
The main cost driver is pigment load. Synthetic colors have about 90% pigment concentration, while naturals can be as low as 10%. This requires more natural color for the same effect. Cost-in-use is crucial, not cost per pound. In products where color influences flavor perception, such as snacks and cereals, the change is both technical and psychological. Sensient’s research shows that vibrant colors enhance flavor perception and purchase intent.
“Color signifies flavor confidence,” says Manning. Brightness is associated with freshness and taste. Losing this in conversion affects brand value.
Sensient advocates early collaboration with manufacturers to ensure smooth transitions. Natural color conversion demands planning and flexibility. With increasing supply chain volatility, vertical integration is advantageous as companies with integrated systems can better handle disruptions. As demand for botanical colorants rises, reliance on third-party networks will be challenging. Sensient’s integrated model ensures partners’ future needs are met, positioning early adopters to avoid shortages. And with Sensient’s Certasure program, natural colors, which lack standardized certification, are extensively tested.
