Internet influence on consumers is everywhere. Online information has changed so much about how we approach purchases of all kinds. We’re more educated, more aware and definitely more discerning about the products and services on which we choose to spend our money. And because of the internet, we can be a lot more vocal about our likes and dislikes – and our product requirements.
That fact is especially true when it comes to food purchases. American consumers are paying much closer attention to the foods and beverages they consume. And we’re letting manufacturers know loud and clear what we DON’T expect to find in our foods. Online petitions and popular blogs – as well as FoodFacts.com (our own website), are helping consumers learn more than they ever have before about the ingredients in the food products in our grocery stores. In addition to a much more detailed ingredient education, those resources are giving us all a bigger voice that is clearly being heard by food manufacturers.
Earlier this year, for example, PepsiCo Inc. said it would stop using brominated vegetable oil in Gatorade and find a another way to evenly distribute color in the sports drink. That action was based on an online petition started by a teenager from Mississippi.
Last year, Starbucks said it would stop using a red dye made of crushed bugs based on comments it received “through a variety of means,” including an online petition, and switch to a tomato-based extract.
Kraft Foods plans to replace artificial dyes with colors derived from natural spices in select varieties of its macaroni and cheese, a nod to the feedback it’s hearing from parents.
The internet has made consumers much more powerful in the eyes of food manufacturers. It’s helped our voices be heard and our demands be met. Online resources have certainly created a shift in how those manufacturers respond to their customers.
Ali Dibadj, a Bernstein analyst who covers the packaged food and beverage industry, says the changes reflect a shift from “democratization to activism” by consumers.
“It used to be that people would just decide not to buy the product. Now they’re actually agitating for change,” Dibadj said. “There’s a bullhorn – which is the Internet – so you can get a lot of people involved very quickly.”
There are no numbers tracking how many companies are reformulating products in response to consumer demand. But even if recipe changes aren’t in direct response to petitions or blogs, executives understand that ingredients can become a liability once they fall out of favor with the public.
High-fructose corn syrup, for example, has gained a negative image in recent years and has been blamed for fueling bad eating habits. The Center for Science in the Public Interest, a health advocacy group, says the sweetener is no more harmful than ordinary sugar in large amounts. But Kroger Co. decided to remove it from store-brand cereals following surveys with consumers in 2011.
The supermarket chain isn’t alone. Over the past decade, the use of high-fructose corn syrup in packaged foods and drinks has fallen 18 percent to 6.1 million tons last year, according to market researcher Euromonitor International.
Not all companies are making changes, at least not right away. The same teenager who called for the removal of brominated vegetable oil in Gatorade, for instance, is now taking aim at Coca-Cola’s Powerade, which also contains the ingredient in select varieties. As of Tuesday, her newest petition had more than 57,000 supporters.
In a statement, Coca-Cola noted that all its ingredients comply with regulations. But the company also said it is “always looking for ways to evolve” its formulas.
Another petition that asks Mars Inc. to remove artificial colors from M&Ms had more than 141,000 signatures. In an emailed statement, the privately held company stressed the safety of its ingredients.
As the internet continues to evolve, it places more and more power into the hands of the consumer. No manufacturer likes bad press. And news travels very quickly through online channels. Food manufacturers are adapting to the idea that our opinions are more influential than ever and that our voices can be heard quickly by millions. That’s all good news for us, as we continue to express our nutritional and ingredient requirements to the food industry.