Topline Trends Tuesday: Is less more?

For a few decades, food product manufacturers had a lot a fun tossing all kinds of special ingredients into their products. People liked it. In fact, they bought crazy stuff like freeze-dried astronaut ice cream for their kids as a fun treat. It was good to be a food manufacturer with a chemistry set. And then, it wasn’t.

People finally decided that weird stuff in their food might do weird stuff to their bodies and they started to make it less fun to be a food chemical maker or one of the food producers hooked on chemicals.

In fact, recent research shows that:
• 63% of consumers want to recognize all ingredients on a label
• 34% want as few ingredients on a label as possible

The good news is that food companies are pretty resilient. Already a lot of them are putting away their chemistry sets and giving people what they want.

It’s true. Consider Haagen Dazs Five and Pillsbury Simply Cookies (available in the USA) and Back to Nature Nut Blends. Each is produced by a huge company (Nestle, General Mills and Kraft to be exact) and all of these products have ingredient labels where every ingredient is familiar. It’s so retro, it’s modern.

Would you pay more for a similar product that offered you less additives and manufacturing ingredients?

Love learning about food trends? Subscribe to my Topline Trends newsletter now to receive my 2010 Food Trends Predictions when they go live on December 15th.

13 Responses to Topline Trends Tuesday: Is less more?

  1. This is a trend I could definitely get behind. I just hope, like many other trends, it doesn’t eventually swing right back in the other direction.

  2. I resent paying more for food with fewer ingredients, but I do. It’s sad when fake food is cheaper than the real stuff.

    As Cheryl says, let’s hope the trend towards natural stays. I think it will since the Boomers are behind most of this move toward natural (according to David Foot, author of Boom, Bust, Echo).

  3. Amy says:

    I believe less is always more…I do agree w/ Charmian that it’d be nice if it could cost less as well…Bc it’d be more beneficial. ; )

  4. Diva says:

    I will, and do, definitely pay more for fewer ingredients on the label. Its one trend I’m happy to ride!

  5. I still prefer a trend towards cooking at home with from scratch ingredients, but if you are going to buy products then this is, at least, an improvement.

  6. Barb says:

    I’m with the less is more group. I pay more for it but grudgingly

  7. callick says:

    just wondering if you have alink to the research you sitee–would love to see the report

  8. Giselle says:

    I agree – there is enough complexity out there already, dealing with side effects of medications, allergies, etc. At least clarity and simplicity in food labeling go in the right direction.

  9. awesome post thanks 4 sharing

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