New data to be presented by Innova Market Insights at the IFT Food Expo in Chicago shows that the marketing of new products as ‘like grandma made’ and using ‘from the cupboard’ ingredients is taking off alongside rising interest in ‘homemade’ and ‘homestyle’, while momentum in ‘natural’ and ‘preservative-free’ continues to gather pace.
Innova Market Insights tracked 987 new products using the words ‘simple’, ‘simplest’ or ‘simplicity’ in 2009 compared to 467 in 2008. Use of the words ‘pure’, ‘purity’ or ‘purely’ grew from 3,013 in 2008 to 5,705 in 2009.
The researcher tracked 2,137 new US products positioned as ‘natural’ or ‘preservative-free’ in the first four months of 2010 (Jan-Apr), up slightly from the 2,052 products tracked in the corresponding period in 2009, but dramatically from the 1,155 recorded in the Jan-Apr 2008 period.
The rise of the simplicity trend has led Lay’s Classic Potato Chips to now feature the claim ‘Made with three simple ingredients in as little as 24 hours, and that’s it’.
Meanwhile, Pillsbury Simply Cookies are advertised as being ‘Made with just the simple, wholesome ingredients you and your family know and love’.
“The simplicity trend creates a new challenge for the ingredients industry, as manufacturers look to shorten the length of ingredient labels,” says Lu Ann Williams, head of research at Innova Market Insights.
Source: Innova Market Insights
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