Simple Ingredient Foods Case Study: producing foods with few and natural ingredients to address health and transparency issues

Published by: Datamonitor

Published: Feb. 4, 2010 - 11 Pages

Table of Contents

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

Abstract

• 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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