As food and beverage manufacturers respond to increasingly conscious consumers, colour is taking on a broader role in product development. Beyond visual appeal, it can evoke emotions, trigger memories and influence purchasing decisions. At the same time, the growing preference for clean-label products is encouraging manufacturers to explore naturally derived alternatives without compromising on product aesthetics.

At Gulfood Manufacturing 2026, GNT showcased this intersection of consumer experience and ingredient innovation through three beverage concepts developed around its latest trend campaign, Gather Together. Introduced earlier this year, the campaign explores how food and beverages can create meaningful connections beyond the moment of consumption.

“Food is more than just a product or a moment of consumption. It is also a moment to connect. That is what we are exploring through three different beverage concepts,” said Fleur van Sleeuwen, Marketing Specialist, GNT Middle East.

The three concepts – Sensory Escape, Joyful Unity and Cultural Celebration – represent distinct colour directions inspired by changing consumer preferences and different occasions for connection.

Translating consumer emotions into colour

Sensory Escape reflects the growing appetite for exciting experiences and escapism. Its electric colour palette is designed to create a sense of discovery, transporting consumers beyond their everyday experiences.

Joyful Unity takes a more comforting approach, drawing on nostalgia, familiar flavours and shared moments. Inspired by experiences such as enjoying homemade apple pie or a dish prepared by one's mother, the concept connects food with memories and emotional comfort.

The third direction, Cultural Celebration, reflects the increasing interaction and blending of cultures across global markets. Its vibrant colours capture the spirit of celebration and cultural diversity.

Together, the concepts demonstrate how colour can influence consumer perception even before a product is tasted. “Colour is more than just a visual element. It evokes emotions, memories and feelings. It communicates something to consumers even before they consume the product,” Van Sleeuwen noted.

The showcase also underlined GNT's approach to combining visual appeal with natural ingredients. The company believes manufacturers should not have to compromise on product aesthetics to achieve cleaner, more understandable labels.

Clean-label expectations accelerate the shift towards natural colours

Consumers are increasingly scrutinising ingredient lists, seeking greater clarity about what they eat, how products are made and where ingredients originate. This growing awareness is strengthening the case for naturally derived colours in food and beverage formulations.

Van Sleeuwen believes the market is moving towards a balance between indulgence and conscious consumption. “People want moments of indulgence, but they also want to make conscious choices. We believe they should not have to compromise on either. Consumers can still enjoy an indulgent experience while having a cleaner, easy-to-understand label,” she said.

She also highlighted the importance of ingredient transparency in shaping consumer perceptions. While synthetic colours continue to be used across food applications, consumers may hesitate when they encounter ingredients they do not recognise or understand.

“With natural or plant-based colours, we know that they are products of nature and are made from ingredients that are actually edible,” she explained.

For manufacturers, this presents an opportunity to address growing expectations around ingredient transparency and develop products that align with evolving consumer preferences.

Indulgence and functionality influence product development

Health-conscious consumption has not diminished consumers' appetite for indulgence. Instead, manufacturers are increasingly looking at ways to combine enjoyable sensory experiences with products that offer additional value.

Van Sleeuwen identified sweet indulgent products as an important area of consumer interest. While healthier lifestyles are gaining traction, consumers continue to seek familiar flavours and comforting treats.

“People are living healthier and more conscious lifestyles, but sometimes they simply want to indulge in something that makes them feel comforted, as though they deserve that little treat,” she said.

Functional applications are another area gaining momentum, with manufacturers incorporating additional functional attributes into food and beverage products.

With almost 50 years of experience working with food and beverage manufacturers, GNT has developed colour solutions for a wide range of applications, including bakery, confectionery, dairy and beverages.

On emerging colour preferences, Van Sleeuwen observed that the popularity of green and purple in previous years was giving way to more nuanced combinations. Consumers increasingly want products that are both exciting and comforting.

Manufacturers are responding by combining familiar colour palettes with distinctive elements that create curiosity and help products stand out. This balance between familiarity and novelty is shaping current colour trends.

Technical support addresses application challenges

Despite the growing interest in natural colours, their successful incorporation into food and beverage products requires careful attention to formulation and processing conditions. Stability, pH levels, processing parameters and shelf-life requirements can present challenges depending on the application.

Van Sleeuwen acknowledged that these are well-recognised considerations within the natural colour industry. However, she highlighted GNT's technical expertise and global support network as important resources for manufacturers.

“Natural colours are not as straightforward as simply adding them to a product and expecting everything to work perfectly. They require a certain level of care and attention,” she said.

GNT supports customers through its technical sales teams and application laboratories across global markets. These facilities help assess product performance under different conditions, including shelf-life and pH stability, while providing application-specific guidance.

Support also extends beyond formulation and processing to labelling and regulatory requirements, helping manufacturers navigate challenges throughout product development.

“Our strength lies in providing global support while being able to translate that expertise into solutions that address regional requirements,” Van Sleeuwen said.

Middle East demand reflects wider consumer awareness

The growing interest in ingredient transparency and natural alternatives is also evident in the Middle East. According to Van Sleeuwen, consumers in the region are increasingly interested in understanding what they consume and are showing greater receptiveness towards natural ingredients.

For manufacturers, this creates opportunities to explore plant-based colour solutions while addressing diverse product requirements and regional market preferences.

GNT's participation in Gulfood Manufacturing provided a platform to engage with manufacturers and demonstrate how natural colours can deliver strong visual appeal. Van Sleeuwen described exhibitions such as Gulfood Manufacturing as a two-way opportunity: companies can showcase their capabilities while introducing new ideas and inspiring the market.

The beverage concepts on display helped communicate this message, demonstrating that naturally coloured products can also be vibrant, distinctive and visually engaging.

Innovation driven by changing market needs

According to Van Sleeuwen, GNT's innovation strategy will continue to focus on identifying market gaps, understanding manufacturers' challenges and exploring new raw materials and colour sources.

She emphasised that innovation involves more than developing new ingredients. It also requires understanding emerging consumer expectations and identifying how colour solutions can address them.

Through its trend campaigns, GNT aims to provide manufacturers with insights into changing preferences and demonstrate how colour can translate these trends into market-relevant product concepts.

Ultimately, the company sees customer partnerships as central to delivering these solutions. Its support model combines technical expertise with marketing, labelling and regulatory assistance.

“We are a genuine partner throughout the entire process. We view our relationships with customers as partnerships and genuinely want to support them from start to finish, including marketing and regulatory support,” Van Sleeuwen concluded.

As food and beverage manufacturers navigate the shift towards cleaner labels and more engaging product experiences, natural colours are gaining relevance as both a formulation choice and a means of connecting with consumers. GNT's showcase at Gulfood Manufacturing highlighted how combining colour innovation, application expertise and consumer insights can help manufacturers respond to this changing landscape.