Innova Market Insights Shows Consumers Want Simplicity

The quest for getting back to basics with food is on the top of consumers’ minds, with the use of simple, wholesome ingredients with minimal processing a key area of interest. New data to be presented by Innova Market Insights at the IFT Food Expo in Chicago (Booth #3660) shows that the marketing of new products as “like grandma made” and using “from the cupboard” ingredients is taking off alongside rising interest in “home made” and “homestyle,” while momentum in “natural” and “preservative-free” is continuing to gather pace.

Innova Market Insights tracked 987 new products using either the word “simple,” “simplest” or “simplicity” in 2009 compared to 467 in 2008. Use of the word “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 10), 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,” notes Lu Ann Williams, Head of Research at Innova Market Insights.

Innova Market Insights’ Taste the Trend Pavilion will once again be the “must visit” event at this year’s IFT Food Expo, with key insights on the simplicity trend just one of a number of trends to be highlighted. Other key trends to be addressed include sodium reduction strategies and weight management. Visitors will be offered over 25 enlightening presentations on the trends driving food and beverage product development today.

“Taste The Trend allows IFT Food Expo visitors with a unique look into the future of new product development, as they discover how their new product can be marketed and positioned to go in line with today’s consumer demands,” says Innova Market Insights President, Patrick Mannion. “Taste the Trend is the inspiration source for your next product development project,” he adds.

The pavilion will be open to all visitors throughout the IFT Food Expo. Members of the Innova Market Insights team will be on hand to answer questions and guide visitors through the display. Visitors are advised to scan their badges, as after the show a dedicated website will contain the complete content from all the exciting presentations and posters!

For more information about Innova Market Insights, please visit:

About The Innova Database:

The Innova Database ( is the product of choice for the whole product development team. See what food manufacturers are doing around the world in a way you never thought possible. Track trends, competitors, ingredients and flavors. It contains excellent product pictures, search possibilities and analysis.

Get the world of new products on your desk, set e-alerts, examine category activity, find new ideas, be inspired. In today's fast moving environment this is a resource you cannot afford to be without.

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