NEWS IN BRIEF
Color trend alert: shades of yellow and orange to shine bright in 2019
Warm colors within this sunshine spectrum will likely appeal to a younger group of consumers, especially Generation Z, as the colors convey a sense of happiness, optimism, and positivity, the GNT Group claimed.
“In 2019 consumers will prefer food and drink that can arouse a sense of freshness and light, qualities that yellow and orange shades deliver. Just as pink was embraced by millennials, Generation Z will channel the positivity of sunshine shades to sprinkle cheerfulness into their lives,” Maartje Hendrickx, market development manager at GNT, said.
As with other clean label trends, consumers will be looking for food and beverage products that achieve yellow and orange hues naturally.
The company’s has added to its EXBERRY portfolio a new range of shades ranging from sunbeam yellow to warm harvest orange, derived from plant-based raw materials including pumpkin, carrots, and turmeric using less abrasive physical processes such as pressing, chopping, filtering and concentrating.
‘Feel good positioning’
Innova Market Insights included ‘I Feel Good’ as one of its top trends for 2019, noting that the number of food and beverage launches with a ‘feel good’ claim on the label increased by 36% year-on-year in 2017, and cheery colors can be an effective way to convey that to the consumer, said GNT.
Food and beverage brands are increasingly developing marketing messages that communicate the ability of their products to bring happiness to the consumer, according to the GNT Group, which will be exploring how color can enhance mood and incorporating those finding into its marketing approach next year including showcasing its ‘feel good’ food and beverage applications on its Instagram.
“Natural yellow and orange coloring foods fit perfectly with the desire among consumers to re-connect with the natural world. We are planning some exciting activity in 2019 to maximize engagement with sunshine shades, with innovative product concepts and technical information in the pipeline,” added Hendrickx.