Charcoal is on trend but do consumers really want it?

Charcoal is gaining popularity in the consumer goods market. Initially emerging in the beauty and grooming segments as an ingredient in products such as whitening toothpastes and detoxifying face masks, charcoal is now gaining traction as an ingredient in mainstream food launches.

Most recently, Waitrose has released a charcoal-crusted pizza as part of its premium Waitrose 1 brand, an extension of the charcoal-based products the retailer launched last year. While colourful food has gained popularity among consumers, as seen recently with Starbucks’ famous Unicorn Frappuccino, charcoal could fill the gap at the other end of the colour spectrum.

Part of charcoal’s growing appeal comes from its chemical composition, which is claimed to reduce intestinal gas and lower cholesterols levels. Such attributes have contributed to charcoal’s positioning as a potential detoxifying ingredient, making it appealing for food and drink manufacturers.

However, manufacturers need to be aware of shoppers’ scepticism around charcoal in food. Results from GlobalData’s 2017 Q1 global consumer survey show that while 23% of global shoppers think that charcoal is effective in the beauty and grooming industries, just 17% think it will have a positive impact on their health as an ingredient in food and drinks. Conversely, nearly 40% think that charcoal may have a negative impact on health, while one third maintain it will be ineffective.

With this in mind, food brands should focus on using charcoal as a natural food colourant rather than a health ingredient. Manufacturers should capitalise on consumer willingness to experiment with novelty and unique items.

Related links

https://www.globaldata.com/store/report/cs1702fs–foresights-surprisingly-colorful-foods-and-drinks