Young consumers are looking for healthy and sustainable food options—and food coloring company GNT Group is urging other brands to adapt to this change. 

Young consumers are looking for healthy and sustainable food options—and food coloring company GNT Group is urging other brands to adapt to this change. GNT is linking young consumers food shopping behaviors to “healthy hedonism” thanks to “the importance Gen Z consumers [are placing] on issues such as wellness and sustainability, coupled with the growing influence of social media on how people view a product.” The food coloring brand is evolving to meet these needs and working on ways to implement more natural colors into foods—and knowing which colors to use. For example, they say “pastel shades are being used to redefine what ‘healthy and sustainable’ looks like, while psychedelic color schemes now work with ‘mind-boosting’ ingredients to tap into well-being.” But this evolution has been a challenge for some CPG’s, like when Trix cereal altered their colors in 2016 in favor for a more natural formula but reverted back only a year later, and Hershey’s has been struggling to find natural replacements for their Jolly Ranchers colors. YPulse research shows that in order to attract Gen Z and Millennial buyers, “clean,” “high quality,” and “sustainable” are some of the biggest buzzwords of the moment. (Food Dive)