October 30, 2025 – Color is important in food and beverage products in the US. It affects how consumers perceive products, induces them to purchase products, and helps them associate brands with product identity. Colors are in the spotlight in the US because the current administration and its Food and Drug Administration (FDA) have adopted a Make America Healthy Again (MAHA) initiative that is calling for the elimination of artificial food dyes. This action matches the demands of US consumers who say in consumer trends research that they want safe, clean, and transparent food and beverage products with easy-to-understand ingredient lists.
Opportunities in Color Ingredients in the US
Manufacturers and brands face challenges and opportunities in food colors in the US. Several brands and manufacturers already are making changes so that they can comply with regulations and meet US consumer expectations. Brands such as M&M’s that rely on vibrant colors could find it difficult to reformulate because of complex processes and established supply chains. Especially in confectionery, Innova Market Insights is monitoring the tension between tradition and innovation in categories such as confectionery with high visual appeal and consumer expectations around product appearance, reflecting ongoing color ingredients trends.
The FDA is in the process of approving natural colors for use in food and beverage products in the US, including calcium phosphate, Galdieria extract and Gardenia (Genipin) blue, and butterfly pea flower extract.
US Social Media Buzz About Colors
The announcement by FDA regarding phasing out certain colors sparked social media conversations. The reach of news articles in particular was 5.8M per mention. Health advocates and adherents to MAHA (Make America Healthy Again) are particularly excited about the potential actions against the links between artificial food colors and chronic diseases in children. Social media hashtags such as #MakeAmericaHealthyAgain and #MAHA demonstrate advocate support for products that are cleaner. In contrast, public response to MAHA’s actions against synthetic colors has been more neutral.
Advocates of the removal of artificial colors as part of the MAHA movement range from Millennials to Boomers. Male social media users talk about brands removing artificial colors from their food and beverage products and the possible negatives, such as hyperactivity, tied to artificial dyes. These discussions align with color ingredients trends that emphasize natural, transparent, and health-focused formulations. Women on social media echo this support, calling for cleaner labels, especially in children’s foods.
US Consumers and Clean Label
In consumer trends research, US consumers say that they want clean label products with only natural color ingredients and other natural components. This aligns with the MAHA movement. US consumers report that they are avoiding artificial food colors plus additives and preservatives. Two artificial colors that are frequently named are Orange B and Citrus Red 2. Even though these colors are not widely used because their approval is extremely limited, US social media is dominated by conversations about how Orange B & Citrus Red 2 are being phased out. Another color being discussed is titanium dioxide, which is banned in Europe but approved in the US. US consumers are demanding that titanium dioxide be phased out and many manufacturers are complying. Still, brands in the US may include artificial colors.
Actions by Leading Food and Beverage Companies in the US
Several leading US food and beverage companies, including Walmart private label, PepsiCo, Nestlé, Kraft Heinz, and Hershey, are working to get rid of artificial dyes and colors. They are facing multiple pressures from health advocates like RFK Jr., changes in federal regulations, and consumer demand for products that have cleaner, more natural ingredients. The pressure is on to reformulate within the next couple of years. Walmart has a head start – the company announced that it is eliminating artificial dyes and numerous other additives. Other companies that have eliminated artificial dyes are Starbucks and Mom’s Meals.
Candy Makers Face Challenges
Today’s pressure regarding artificial colors concerns candy makers because visual appeal is so crucial for products. This industry is under a lot of pressure from public health advocates who link artificial dyes to behavior challenges in children. Replacing artificial colors adds pressure to reformulate quickly, find new supply chains, and preserve product identity.
Artificial Color Bans Could Spill Over Into Other Children’s Products
Certain color ingredients are being banned from school meals, and this could bring changes to other types of children’s food and beverage products. For example, California now bans six chemicals from school meals. West Virginia is focusing on food safety and clean labels.
Movement Toward Natural Alternatives
Approvals for natural dyes make it easier for companies to switch to natural colors and heed concerns about the health impacts of synthetic food dyes. Natural color alternatives being approved by the FDA include beet, butterfly pea flower, and turmeric. Clean and natural colors across the rainbow can be derived from algae, spirulina, carrot, and flowers.
What’s Next in Color Ingredients?
Several areas of color ingredients are poised for change. The industry is shifting to natural colors from ingredients such as paprika, beetroot juice, spirulina, and turmeric that contribute to clean and simpler labels, comply with regulations, and meet consumer expectations for natural ingredients and claims and transparent sourcing. Over time, US consumers will expect labels with ingredients that are minimally processed and easily recognizable. Ingredient designations such as “vegetable juice for color” or “carrot concentrate” will meet consumer expectations and engender trust, especially if color ingredients are sources organically and sustainably farmed. Innovations in technology can help make natural colors more stable with a longer shelf life and better color brightness. Emerging technologies like precision fermentation and encapsulation make natural colors even more versatile for use in certain snacks and ready-to-drink beverages.
This article is based on Innova’s Trending in Color Ingredients in F&B in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.