Matthew Hopkins, founder of IND!E, has been on the frontlines of a growing trend in the food industry. Inquiries from retailers about products with less complex ingredient decks have increased by 40% over the last year. This trend marks a significant change toward consumer demand for more transparency and simplicity in food products.
As an vital conduit in the Supply and Demand chain, IND!E plays an essential role in helping small food and drink brands find their way into larger retail markets. Consumers are increasingly prioritizing short and simple ingredient statements. This movement towards more conscious health and holistic wellness is prompting legacy brands and new players alike to reformulate their products.
And for good reason, as Little Moons has taken the world by storm with its mochi ice cream balls. These oooey gooey delights are made with more than 30 ingredients! Little Moons’ mastery of complexity is shown in its success exporting products from the UK to 35 different countries worldwide. In the meantime, supermarkets are motivated to follow its lead with their private-label equivalents. This growing consumer demand represents a consumer interest in knowing more about what is included in their foods.
In response to this demand for simpler products, 3Bears—a premium porridge brand—recently launched a new line of low-ingredient breakfast cereals. Their oat cinnamon loops, for example, have only seven ingredients and give a £3.99 price for a 250g box. The launch appeared to be driven heavily by footballer Harry Kane, a clear sign that the brand is looking to attract a more health-conscious consumer base.
Nutritionist Dr. Laura Wyness calls for nutrition density to be a focus in diets. Contrary to popular belief, she reasons, consumers love shorter, cleaner ingredient lists. We can’t forget the role of fortified nutrients in public health nutrition.
“It may be that consumers are looking for products with shorter ingredient lists, but to leave out fortified nutrients is a backwards step for public health nutrition,” – Dr. Laura Wyness.
Kerry Clayton just wants to give her family the best free-from choices. There’s more from Ashley, as she unpacks the dietary needs of consumers in a fast-paced marketplace today. Clayton frequently grocery shops at five or more different stores each week. Her 10-year-old son requires dairy and wheat-free varieties.
Brands such as THIS are taking the market by storm. They just introduced a new Super Superfoods line with more simplified ingredients, showcasing the trend for less as more! Luke Byrne, innovation and sustainability director at THIS tells us that consumers have become suspicious of ultra-processed foods.
“We understand we are classified as a UPF; however, that has little bearing on whether our products are healthy because their nutritional properties are extremely good,” – Luke Byrne.
Byrne acknowledges the frustration caused by a system that emphasizes ingredient lists over nutrition as a whole. He recommends that food manufacturers review their formulas to identify and separate the essential from the unessential ingredients.
“I would advise food manufacturers to closely examine their formulas and identify which ingredients are absolutely necessary and which they can do without,” – Dr. Jibin He.
Even with the call for a shorter ingredient list, sometimes the food industry requires ingredients in order to stabilize and preserve products. Unfortunately, as Mr. Farquhar points out, this is very much the case in areas such as ice cream.
“The reality of a category like ice cream is that certain ingredients are needed to keep the product stable through the food supply chain, like emulsifiers and stabilisers,” – Mr. Farquhar.
This brings to the forefront the delicate balance brands need to maintain between consumer wants for simplicity and transparency and the realities of food manufacturing.