“The message from consumers is clear. Color is no longer just seen, it is also felt,” says Stella Munhoz, marketing manager at Oterra. “Color has become part of the experience, signaling feelings of wellbeing and trust.”

Food with a purpose

Functional foods made with recognizable, natural ingredients and naturally vibrant colors are leading a shift from fixing what’s wrong, to strengthening what’s right. 

“Consumers are embracing a ‘maxxing’ mindset, choosing foods that deliver maximum benefit with minimal compromise prioritizing protein, fiber, and vitamins, while reducing sugar, artificial ingredients, and unnecessary complexity,” adds Munhoz.

The survey found that 70% of consumers were very interested in functional benefits such as supporting immunity, heart health, digestion, mental wellbeing, sleep, and healthy aging. 

When asked what they expect from food and beverage colors in 2026, natural ingredients ranked highest, cited by 43% of consumers, ahead of specific functional benefits such as improved immunity (40%), better sleep (39%), heart health (39%), and digestive health (38%).

Color associations strongly reinforce these expectations. Warm, reassuring tones like orange are instinctively linked to vitality and overall wellbeing, the survey found. Blue tones (including turquoise) are linked with relaxation and mental health, while red is strongly associated with heart health and vitality.

Mood-led food and drink

Food is also increasingly viewed as a form of emotional self-care. Consumers are looking for comfort, joy, balance, and small moments of uplift, with color acting as a powerful emotional cue.

Globally, 61% of consumers say they are very interested or interested in emotional experiences through food and beverages, rising to 74% among Generation Z and Millennials.

The research highlights strong emotional associations with specific colors. Green is linked to health, naturalness, and positive mood, while yellow is associated with fun and playfulness, reinforcing its role as an energizing and uplifting color.

Mood-boosting food and drinks really shine when emotion meets unexpected color. Among adventurous consumers, interest climbs to 50%. Pink remains underexplored despite its strong potential and broad acceptance in food and beverages. It is closely linked to fun, inspiration, and creativity.

The shift toward emotion-led, functional products also brings clear implications for manufacturers and brands. The survey shows that 66% of consumers globally actively avoid artificial colors, making natural color solutions a baseline expectation rather than a differentiator.

“Natural colors are no longer optional,” says Munhoz. “They are essential for brands looking to remain relevant, credible, and future-ready in an increasingly ingredient conscious, yet emotionally driven market.”

Related: Oterra, Seprify partner on natural color replacement