October 16, 2025- The US color ingredients market is becoming increasingly complex. Color plays an integral role in shaping consumer perceptions and influencing their purchasing behavior, and US consumers are increasingly seeking products that are both safe and easy to understand. Innova’s consumer trends research indicates that 37% are avoiding artificial food colorings, additives, and preservatives.
The FDA has already announced plans to eliminate numerous petroleum-based synthetic food dyes by the end of 2026, and major brands have joined the movement to remove artificial color ingredients. On October 1, Walmart US announced it will be reformulating its private label lines to remove artificial coloring and 30+ additives to promote cleaner, safer ingredients. This decision has been hailed as “one of the largest” private brand reformulations in retail history, and consumers can expect these new products to appear on shelves in the coming months.
| The list the synthetic dyes Walmart is removing can be found below: | Additional ingredients Walmart is removing: |
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Innova’s Data-Driven Insights
In response to growing consumer concerns and the FDA’s policy change, widespread conversation about colors has spiked. RFK Jr’s Make America Healthy Again (MAHA) initiative has also strengthened consumer calls to eliminate artificial colors. Innova’s “Trending in Color Ingredients in F&B in the US” report analyzes these growing trends and the market impact of Walmart’s decision to remove synthetic dyes, driven by regulatory pressures, health advocacy, and consumer preferences to help brands uncover new pathways for innovation.
Challenges & Opportunities for Brands
The colors that are under scrutiny account for almost half of the food and beverage launches with color ingredients, particularly in sweet treats. Sugar confectionery is the top category, accounting for 26.9% of launches using petroleum-based dyes and/or titanium dioxide. For some brands, complexity with reformulation, supply issues, and the risk of altering iconic colors present concerns. In contrast, others have used this transition as an opportunity to position themselves as brands that meet evolving consumer expectations.
New Color Ingredient Trends in the US F&B Market
According to Innova’s consumer trends research, new breakthroughs in plant-based colorants will help drive the shift towards natural colors and clean label alternatives. The FDA has approved four new natural colors to help facilitate the phase-out of petroleum-based dyes by 2026, including Galdieria extract blue, butterfly pea flower extract, calcium phosphate and Gardenia (Genipin) blue. Spirulina and carrot-based colors are also emerging as clean label alternatives to synthetic FD&C Blue 1 and caramel colorings, respectively. These innovations not only expand the natural color spectrum but also address concerns with pH sensitivity, shelf-life, and brightness that have been past challenges. Brands can also build consumer trust by using certified organic or sustainably grown ingredient claims.
Innova Market Insights: The Trusted Source for Market Intelligence
With over 30 years of experience serving the food, beverage, and personal care industries, Innova Market Insights is a global leader in market intelligence. Innova stands out for its comprehensive and analytical approach to intelligence, highlighting a 360° view that integrates consumer, category, product, ingredient, flavor, and packaging data. This holistic analysis helps brands navigate consumer trends, facilitate product innovation, and understand competitive market dynamics with data they can trust.
Read Innova’s Full Report to Learn More
To learn more about opportunities for color ingredient innovation, Innova has released its “Trending in Color Ingredients in F&B in the US” report to help brands understand what’s next in the category. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.