Green alternative to titanium dioxide hits the market

　　In recent years, as consumers have become more health conscious, the safety risks of "synthetic colors" have become a public concern. The new consumer era seems to be more focused on "natural and healthy" food coloring than on color performance, coloring power and hue diversity, and the positive growth of the natural and organic food coloring market is the best example of this. This trend is also evident in consumer online surveys. According to one survey, 93% of online consumers have a negative opinion of titanium dioxide in food.

　　According to a recent market report published by Indian market research firm Meticulous Research, the natural food coloring market will reach $3.2 billion by 2027 and is expected to grow at a CAGR of 8.4% from 2019-2027.

　　Mintel market research indicates that even in the most widely used confectionery market, the number of new products containing titanium dioxide began to show a decline in 2019. As a result, the market demand for titanium dioxide substitutes has seen a rise in line with the trend, and food companies have plunged into the development of related products.

　　In 2017, a subsidiary of Sensient, a leading U.S. flavor and color manufacturer, developed a product with similar functions to titanium dioxide. This is a class of natural white shading agents that can be used in any pH environment, in any category, and as a whitening solution based on simple ingredients such as starch and minerals.

　　In search of a more natural alternative to titanium dioxide, many color developers have chosen carbohydrates as the entry point, such as rice starch or corn starch. Not only do these ingredients have an opacity comparable to titanium dioxide, they are also highly acceptable to domestic consumers who have long eaten a grain-based diet.

　　The very small particle size of these ingredients fills surface micropores, thus providing a smooth surface that is particularly suitable for candy coatings and chewing gum. DDW, which is part of Chivaton, has added opacity to its products by adding starch to soups, sauces or candies; Ingredion has experimented with rice starch as an alternative to titanium dioxide.

　　In March of this year, ADM announced the development of a new natural colorant. The product is made from natural corn starch through a patented (pending) technology and incorporates a combination formula that provides a stable, bright white color with a smooth texture and a better sensory presentation.