Preservatives these days are under high pressure, as common ingredients as they might be in our food. When asking consumers which ingredients they are actively trying to limit, “artificial preservatives” rises high on the list of answers with 26% of consumers marking them, according to a recent Innova study*, giving it the same score as “artificial additives (e.g. flavors, colors, …)”. “Natural preservatives” is on the bottom of the list with only 11%, being even lower scored than natural sweetening ingredients like honey, a remarkable result! In that same study, 35% of consumers indicated that natural ingredients are important in buying healthy food and beverages, the second option on the list, right behind freshness.
When commercializing processed meats, ready meals, fruits, vegetables and many other perishable consumables, convenience is in high demand from consumer side. Nowadays we are very used to having everything within reach in our grocery store around the corner, and preferably with a long shelf-life. These manufacturers challenge to the food manufacturer to ensure control of the microbial growth in the foods they produce, to prevent rapid growth of microorganisms such as bacteria, yeasts and molds. This not only to prevent disease, but also to ensure it does not spoil too quickly, and to keep food attractive and useable by consumers in their household for a long time. To ensure this, many technologies and techniques such as modified atmosphere packaging can be used, but in highly perishable prepared foods the use of preservatives at one point becomes unavoidable. And at that point the question gets raised: “Which preservative should I use?”
Consumer opinion is important in the choices food manufacturers make when evaluating which ingredients, compounds or chemicals to use in their end products to preserve them and extend the shelf-life. Consumers seem to believe chemical agents are not safe or even harmful. But a very important distinction is to be made between potentially harmful additives and safe ingredients, and that distinction is certainly not always the same as the distinction between artificial and natural. What food manufacturers should thus pay attention is how to label the ingredient or additive used, and thus how to explain its usefulness to the consumer, to create a feeling of transparency and understanding.
Let’s take the example of lactic acid, a natural acid derived by fermentation, a molecule naturally present in our bodies (think about the burn we feel when we do a lot of sports), but an ingredient classified as additive, being assigned an E-number. Additive, yes, Natural, yes! Thus, why not use this functional molecule in foods without being shy about it, starring “lactic acid of natural origin” in the ingredient list, instead of just E270. The same we can do for its salts, like “sodium lactate of natural origin”. As food industry, we will have to engage in transparent communication to consumers to help them understand the reason & benefits of use of acids and preservatives in their foods, as it is for their own safety and convenience. A guide on how to make your choice between different types of preservative ingredients can be found here.
Very similar reasoning can be followed for antioxidants, or for other types of perishable applications like cosmetics, which also might suffer from microbial contamination but are equally under the scrutiny for natural ingredients by consumers. As long as the industry takes the lead in correct and transparent communication to consumers, and continued education on understanding of product labels and the reason behind the use of all of these different ingredients, the focus can remain on the choice of the best additive, rather than cannibalizing on product quality solely for the effect of avoiding an E-number.
*Source: Innova Health and Nutrition Survey 2024 (Average of Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, UK, US)
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