Topline Trends Tuesday: Is less more?

December 1, 2009

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?

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