U.S. shoppers increasingly seek natural colors in food and beverages, Oterra survey finds

A new consumer survey released by Oterra, the global leader in natural colors, reveals that more than 75% of U.S. shoppers are concerned or somewhat concerned about consuming food and beverages containing artificial dyes. The findings were unveiled on the opening day of the IFT First Expo in Chicago, where Oterra is showcasing its vibrant natural color solutions.

The poll[1], conducted in July 2025 by Veylinx on behalf of Oterra, surveyed 500 U.S. shoppers. It showed that among respondents with at least one child, 33% expressed serious concern about artificial colors, while another 44% were somewhat concerned.

“The April announcement regarding the planned phase-out of FD&C dyes has clearly struck a chord with consumers,” said Vibeke Haislund, Global Head of Marketing at Oterra. “Demand for natural colors in the U.S. has been steadily growing, and we’ve made significant investments to support this shift. The survey suggests that brands moving early to replace artificial dyes with natural alternatives stand to benefit from consumer preference and loyalty.”

Top Categories of Concern

Among the product categories drawing the most concern for artificial color use were:

• Soft drinks and sodas (54%)

• Juice and juice drinks (46%)

• Sports drinks (44%)

• Confectionery and chocolate (44%)

• Snacks (40%)

In contrast, lower levels of concern were reported for:

• Soups (11%)

• Spreads and jams (22%)

• Dairy products (24%)

The survey also revealed that 55% of respondents had seen recent news or updates about artificial dyes in foods and beverages, with another 19% unsure but possibly aware — indicating strong consumer attention on the issue.

Natural alternatives on display

At IFT First Expo, Oterra is engaging with both existing and prospective customers to support their transition away from synthetic colors. At booth S1407, the company is displaying a wide array of product applications — from beverages and bakery to snacks and confectionery — that utilize natural color solutions derived from vegetables, fruits, spices, algae, and other edible sources[2].

“As food manufacturers prepare to adapt to regulatory and consumer expectations, Oterra is here to help them deliver both vibrant and clean-label products without compromise,” added Haislund.

[1] Survey for Oterra by Veylinx of 500 U.S. shoppers, July 2025

[2] NATCOL | The term natural color and categorization of food colors