Marketers are finding that fewer additives, ingredients and parts
are attractive qualities as consumers yearn for simple in these complex and
occasionally chaotic times.
According to Mintel, which has tracked the average number of
ingredients in 19 food categories, less will mean more sales in 2010. Lynn
Dornblaser, Mintel’s new product expert, told USA
Today, that labels boasting a minimum number of ingredients
will become more popular than those pushing “natural” or “organic” in 2010.
Datamonitor reports that new products with the words ‘simple’
or ‘simply’ in the brand name or on the label grew nearly 65 percent
between 2005 and 2008.
Marion Nestle, a nutrition professor at New York University,
thinks that healthy foods with fewer ingredients is a good thing that other
consumers recognize. “Any trend towards less
processing is good,” she told USA Today.
What do you think is behind the demand for products with fewer ingredients?
Does the desire for simpler extend beyond foods to other product categories
and retail store environments, as well?