Simple Ingredient Foods Case Study: producing foods with few and natural ingredients to address health and transparency issues
Datamonitor
February 4, 2010 11 Pages - SKU: DFMN2593926
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Introduction
This case study on simple ingredient foods forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks how marketers are capitalizing on consumer demands for health, naturalness and transparency with food products that market simplicity as a key selling point.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Manufacturers are using simple, pared down ingredients in their foods to reflect consumer desire for simplicity and transparency
- The notion of simple food ingredients has a strong link to consumer health demands
- Time poor consumers want simple on-pack nutritional and ingredient information to help them make faster healthy food choices
- The food industry is addressing consumer simplicity demands across food sectors
- Haagen-Dazs has addressed simplicity demands in indulgent foods with an ice-cream line that contains only five ingredients
- Campbell has responded to customer demands for simplicity and transparency in canned products
- Simple ingredients are becoming popular in foods for young children as parents show concern for over-processed foods
- McCain Canada is simplifying its frozen food ingredients to enhance its nutritional reputation
- Conclusions
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: A trend for simple food and drinks has gained momentum since 2005
- Figure 2: Simple ingredient foods tend to have a natural positioning
- Figure 3: Consumers are becoming more aware of the need to look after their health
- Figure 4: Many consumers choose products based on their on-pack nutritional information
- Figure 5: Haagen-Dazs has embraced the simple ingredient trend with the Five ice-cream line
- Figure 6: Campbell is addressing criticisms of canned soups' often complicated ingredient lists with its Select Harvest line
- Figure 7: Simple ingredients are appearing in baby foods as a means to highlight a products' healthiness
- Figure 8: Using just one ingredient is one means of promoting a simple and healthy approach to baby food
- Figure 9: McCain is reviewing its ingredients in Canada with the aim of being more transparent
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