25 May 2007 - Colour forms the first line of sensory perception of the quality and freshness of foods to consumers. The visual impact of a colour stimulates reflex that facilitates the insight of food products.
The addition of colourants to foods is said to date back to the Egyptian period when wine and natural extracts were added to candies. Until the 19th century saffron was used to enhance food colour in areas where it grew locally. In the mid 1900’s these natural colouring agents were replaced by synthetic colours being refined (due to economic reasons) using aniline, and other such alcohols for selective extraction. However, in the recent past synthetic colours have been gaining negative publicity through research bodies, media and positive support groups. As a consequence synthetic colourants such as Sudan I, Sudan II, Sudan III or Scarlet Red (Sudan IV) were banned for use in food products. This scenario coupled with growing consumer interest for natural foods created a lucrative opportunity for the manufacturers of natural colours. The latter half of the 20th century saw the introduction of a new product range called colouring food stuffs to counter the challenge of E- number faced by natural colours market. This is a market that has since then grown rapidly and is currently outstripping the European colours market.
Natural colours:
Natural colours are produced by selective extraction using solvents. These solvents extract pigments from natural sources. For example extracts of paprika and vegetable oil are refined to give oil soluble paprika oleoresin which provides an orange-red colour. Due to the chemicals being used to extract these pigments, natural colours are considered additives. As such they are subject to E-number classification and are required to declare all chemicals being used to the respective regulatory bodies.
Colouring Foodstuffs Vs Natural Colours:
Foods obtain their colour from three main sources, natural colours, browning colours produced during cooking and processing and from food additives. Natural colours consists of natural pigments which, when refined are used as additives and hence all natural colours are assigned E numbers. Similar to the challenge faced by all additive manufacturers, the use of natural colours has been largely hindered by the E-numbering system in the recent past. Unlike other additive sectors, manufacturers of natural colours have tailored this opportunity to suit their business interest by introducing "colouring foodstuffs". Colouring foodstuffs are considered by food manufacturers to be the most apt and closest alternative to natural food colours. This is because, colouring foods stuffs are extracted from natural sources (like natural colours) but are considered as ingredients and hence are not assigned E numbers (unlike natural colours).
Colouring foodstuffs are gaining popularity because they are the healthiest way to colour foods, as these colours are exclusively produced from fruits, vegetables and other edible extracts from plants. Figure 1-1 shows the production process of colouring foodstuffs. Products using colouring foodstuffs are given a clean label, as they are ingredients rather than additives. The market for colouring foodstuffs while being a comparatively new one is fast overtaking that of its more infamous counterpart, synthetic additives. The European market in particular has seen an insurgence of these products as the demand for naturally coloured food is burgeoning. Over the last few years especially there has been a noticeable shift from synthetic and natural colouring additives to colouring foodstuffs. Some of the key industry players for this sector are GNT’s, Chr Hansen’s, Overseal and Sensient Food Colours Europe. Indeed the market for these products is slated to show an increase annually by about 10 to 15 % by 2008.
Colouring foodstuffs: A thin line of Difference Making a Big Impact
Consumers today are highly concerned and pay close attention to the ingredient statements on food packages. This trend has encouraged many food manufacturers to replace synthetic and natural colour additives with colouring food stuffs. In addition, the recent ban of 21 legal food colours by UK’s co-op food chain has resulted in UK manufacturers scuffling to find alternative healthy colouring sources for children’s products. This has significantly increased the demand for colouring foodstuffs. Colouring foodstuffs have vibrant colours coupled with beneficial health properties. Moreover, these products are comparatively more cost effective than natural colours. Colouring foodstuffs are also easy to handle and have a wide range of applications and are thus malleable for manufacturers.
Hurdles for Growth:
One of the major challenges faced by these foodstuffs is that the industry as a whole is hesitant to switch to these products. This is because of general myths that exist about their usage, leading to the belief that these foodstuffs are expensive and difficult to work with. This is due to the fact that not all application problems can be solved by one colouring foodstuff (in comparison with additive colours, which excel in this aspect). Hence, they may need a complex combination to find the optimal colour solution. However, what is not widely known is that these combinations are not subject to intricate refining procedures and are available as raw materials. This makes the entire process cost effective and widely broadens the range of applications. One of the major challenges to be considered are the instability of these products and the concern about the health claims on these products, which need to be substantiated.
Geographical Trends:
Western Europe:
E-numbers are used on food labels in the EU. These numbers refer to additives such as colours, preservatives and so on. In Western Europe, British retailers are leading the trend to reduce the usage of non-clean label foods. Retailer’s such as Marks & Spencer’s and Tesco for instance have set themselves up as pioneers of this movement. Both the supermarket chains have their own lists of additives to eliminate in addition to those stipulated by the government. This trend is catching on even in low cost supermarkets such as Asda. Denmark is following closely on the heels of the UK. Germany is another country that is showing much interest in this market. Germany is the world’s second largest additives and ingredients market and has a high level of consumer awareness. This awareness leads to a demand for clean label foods, which is a boost to the colouring foodstuffs market. UK’s closest neighbour, France is also being influenced by the colouring foodstuffs market, but it is still in its infancy, and here it is mainly pressure from retailers that is driving this sector.
Central & Eastern Europe:
With the entry of eight new states such as Romania and Poland into the EU the demand for processed food has skyrocketed in these countries. The food manufacturers here have shown a high sales growth rate for such foods. These new states are picking up where the older EU members left off. This is good for food companies as these products come at premium prices. Of all these states, Poland seems to be showing the most promise in terms of sales and innovation for clean label foodstuffs. The Romanian market in its turn is also estimated to show a large increase.
Applications:
The applications for the use of colouring foodstuffs range from the food to the beverage sector. Some examples of these applications are listed.
Beverages: Beverages constitute the largest application for colouring foodstuffs. In Europe especially non-alcoholic drinks are regarded as an important part of a person’s daily nutrition. Fruit juices, carbonates and spritzers or energy drinks, colourful cocktails and wines are some of the most favoured drinks produced. These offer a range of colours that can be incorporated as ingredients.
Dairy products: This is another major area of application, especially with the increasing demand for flavoured yoghurt and milk. These products include butter, cheese and buttermilk
Confectionery: Colouring foodstuffs are used in hard boiled candies, chewy toffees, chewing gum, aerated gums, marshmallows, chocolate enrobed bars, panned goods, cereal/granola bars, covertures and fillings/decorations
Convenience foods: Colouring foodstuffs are used in crackers, stuffing’s, fillings, sauces, dressings, dips, pastries and cookies.
Legislative Scenario:
In the European Union (EU), formerly termed the European Economic Community (EEC), the safety of food additives and colours is evaluated by the Scientific Committee on Food (SCF). This is an expert commission part of the European system that operates in an advisory capacity out of Brussels (Belgium). The laws of the European Commission are binding to all member states. Other global regulatory organisations are the JECFA (Joint WHO/FAO Expert Committee on Food Additives), World Health Organisation (WHO) and Food and Agriculture Organisation (FAD). The Colours Directive is an established system in the EU, which deals with the use of colours considered as additives in the EU. The same Directive also refers to, but does not include colours not classified as additives and termed colouring foodstuffs. The Food Standards Agency (FSA) in the UK has food standards legislation on notes of colour. According to the FSA such colouring foodstuffs do not come under regulations that additives are subject to as they are natural ingredients. Natural Food Colours Association or NATCOL, based in Switzerland, advocates the correct labelling of such foodstuffs such that their use as ingredients is clear and consumers are not misled. They should also be listed on the label in accordance to their relative amount in the foodstuff. Such labelling is clear, concise, unambiguous and done according to the Labelling Directive in The EU (2003/89/EC7).
Conclusion:
With the increasing demand for healthy additive free foods, the sector of colouring foodstuffs is poised for a rapid growth in the global ingredients market. The potential of this sector is apparent from the amount of capital being set aside for R&D in all major natural colour organisations, such as Chr.Hansen, GNT and Overseal. Challenges such as the instability and health claims of these products can be overcome by further research. The Clean Label trend is driving the popularity of this sector. Moreover with the increasing shift towards clean label foods from natural colours this industry is slated to show a growth rate of 10 to 15 % by 2008. (Frost & Sullivan). Colouring food stuffs though poses a threat of substitution of natural colour additives it, market environment certainly suggest that it is a lucrative opportunity for growth and business development. Many global manufacturers of natural colours already have a portfolio of colouring foodstuff products to cater specific customer demand. Hence, colouring foodstuff comes more as a solution in disguise!!