The trend towards healthier eating is having a lasting impact on the food industry. Consumers are increasingly paying attention to nutritional profiles, and salt is a particular focus. While the World Health Organization recommends a maximum daily intake of 5 g of salt, consumption in many countries remains at 9–10 g [1] . This discrepancy puts pressure on manufacturers – and at the same time opens up opportunities for innovation.
Consumer trends
Market research shows that consumers are actively seeking out products with reduced sodium. According to a 2024 NielsenIQ study, 42% of respondents stated that they pay attention to salt content when buying food [2] . Younger generations in particular (Gen Z and Millennials) are strongly influenced by nutritional profiles and the Nutri-Score. Products with an improved Nutri-Score achieve significantly higher sales figures in stores [3] .
Health claims and purchasing decisions
Products with claims such as “reduced salt content” or “with potassium salt” show higher purchase intent [4] . Mintel analyses show that these products are achieving above-average growth, particularly in categories such as snacks, ready meals, and meat alternatives [5] . At the same time, an improved Nutri-Score demonstrably contributes to purchasing decisions: In a Europe-wide survey, 68% of consumers stated that they prefer to choose products with a better score [3] .
Sustainability and ESG perspective
In addition to health, sustainability is also gaining greater focus. Food manufacturers that implement reformulations such as sodium reduction are positioning themselves not only as health-conscious but also as responsible brands in the ESG context [6] . Health is increasingly considered part of the “S” (Social) in ESG strategies.
Conclusion
The demand for low-sodium foods is constantly increasing. Manufacturers who adapt their recipes benefit twice over: they meet public health goals and simultaneously gain market share through improved consumer perception. Potassium chloride offers a scientifically sound way to reduce sodium and make products more appealing without compromising sensory quality.
literature
[1] WHO. Use of lower-sodium salt substitutes: WHO guideline. World Health Organization, 2025.
[2] NielsenIQ. Consumers and ESG in Food Choices. 2024.
[3] European Commission. Consumer attitudes towards the Nutri-Score. 2023.
[4] European Food Safety Authority (EFSA). Scientific and technical guidance for the preparation of applications for nutrition and health claims. 2022.
[5] Mintel. Global Food and Drink Trends Report. 2023.
[6] Euromonitor International. Health and Wellness Foods Market Report. 2023.