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Innova Finds “Simplicity” Is The Key Trend In Consumer Food Marketing

June 30, 2010: 11:11 PM EST
Consumers want to simplify their lives, especially in food and diets, and wholesome ingredients and minimal processing are becoming increasingly important, according to Innova Market Insights. Food manufacturers should be aware of some key consumer hot buttons when introducing products, including phrases such as “like grandma made” and ingredients that are “from the cupboard.” Interest in “home made” and “homestyle” is rising along with terms like “natural” and “preservative-free.” Innova found 987 new products in 2009 that used the words “simple,” “simplest” or “simplicity,” compared to 467 in 2008. According to Innova, Lay’s Classic Potato Chips applied the simplicity trend in making the claim “made with three simple ingredients in as little as 24 hours, and that’s it.” Innova’s data will be presented at the IFT Food Expo July 17-20.
Innova Market Insights, "Innova Market Insights Shows Consumers Want Simplicity", Press Release, Innova Market Insights, June 30, 2010, © Penton Media Inc
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