Exploring the shift towards natural colorants in the food industry: Health, sustainability and consumer awareness

Natural colorants are increasingly preferred over synthetic alternatives due to rising health and sustainability concerns among consumers. There is limited research on how consumers perceive and respond to natural food colorants in the Indian context, particularly in everyday dairy and other food products. Accordingly, this research investigates consumer awareness, attitudes and preferences regarding natural food colorants, with a specific focus on Annatto in Amul Butter. A cross-sectional descriptive survey was conducted in the Coimbatore district with 195 adult participants selected through convenience sampling. Data were collected via structured questionnaires and statistical analysis was performed using SPSS software. Exploratory Factor Analysis (EFA) and Chi-square tests were applied to identify influencing factors and demographic associations. Results revealed three dominant factors influencing preference: Health Consciousness, Taste & Aesthetics and Brand Trust, collectively explaining 81 % of the variance. These factors are particularly relevant for food industry stakeholders as they influence consumer purchasing behaviour, product appeal and brand credibility. Females showed significantly higher preference (p = 0.040) and education positively correlated with awareness (p = 0.001), while age showed no association (p = 0.430). The study highlights the growing demand for clean-label foods and emphasizes the importance of transparent labelling and health-driven marketing strategies. These insights can help food manufacturers improve consumer acceptance of naturally coloured products. The findings are valuable for food product development and marketing, offering direction for strategies that emphasize health and sustainability. Additionally, they inform policy formulation aimed at promoting informed, health-oriented choices.