Colours derived from plants are in high demand, with several multinational corporations announcing plans to phase out all certified artificial colours from their products. As colours can influence emotions, which are a deciding element in food purchases, the visual perception of colour can override the perception of taste and smell. Customer demand for plant-based versus artificial food colours has a significant impact on the food industry, with the belief that former foods are of higher quality, healthier, and safer. This belief stems from several reported cases of the adverse effects of artificial food colourants on human health. The common plant-derived food colourants that have attracted food industry are anthocyanins, betacyanins, carotenoids, and chlorophylls as these colourants have been documented in the prevention and management of chronic diseases. Establishing standards for food colours derived from plants can help the food industry sector grow its market and broaden its economic potential. The objective of this review is to highlight consumer interest in plant-based food colourants as a result of their health benefits, as well as the challenges that the food industry faces in this field.