SUBSCRIBE

Breaking News on Food & Beverage Development - North AmericaEU edition | APAC edition

News > Markets

Read more breaking news

 

 

Simplicity trend 'is the future': Marketing expert

By Stephen Daniells , 23-Jun-2011

Simplicity trend 'is the future': Marketing expert

The convergence of food and supplements combined with other factors such as convenience is driving the move towards simplicity, a trend that is not only here to stay, but also represents 'the future', says Jeff Hilton from the Integrated Marketing Group (IMG).

Speaking with FoodNavigator-USA at the IFT Annual Meeting and Food Expo in New Orleans, Hilton explained how the food-supplement convergence driven by consumers seeking out health benefits from food rather than pills, coupled with convenience, is driving a move towards simplicity.

"The last iteration of this [simplicity trend] is regulatory with the emergence of the new food dinner plate [MyPlate] that really lays out how to structure a typical meal, and I think that reinforces the need for simplicity," he said.

The trend does face some challenges however: "On the one hand, simpler means less is more," said Hilton, "but it also means that what is delivered needs to be more potent, and I think one of the issues we're seeing with functional foods and beverages is, in some cases, an inadequate delivery of the nutrients promised.

"I think that is really going to be the test for food and beverage people".

And Hilton is convinced that this is not a fad: "Consumers are demanding it, manufacturing are hearing what they are saying, and the government is helping to facilitate that simplicity - it's the future, I really believe that."

Related products

As soda sales fall, kombucha rises

As soda sales fall, kombucha rises

Tumbling soda sales have opened the door to the mainstream market for a variety...

Bonafide Provisions expands bone broth's appeal with Drinkable Veggies

Bonafide Provisions expands the reach and appeal of bone broth with Drinkable Veggies

As recently as two years ago, bone broth was virtually unheard of by the...

Defining dietary fiber at the 2017 IFT show

VIDEO: Should we define dietary fiber on the basis of what it is or what it does?

Which ingredients should be classified as dietary fibers and why? Elaine Watson caught up...

Sugar Reduction: What’s next? At IFT, companies weigh in

How will added sugar labeling change the market? At IFT, companies weigh in

The controversial requirement to list added sugar on the nutrition facts panel has divided...

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

"The conversion away from partially hydrogenated oils is really an opportunity to re-engineer cakes...

Cargill R&D VP talks ‘processed’ food, EverSweet, at IFT 2017

VIDEO: Cargill R&D VP talks ‘processed’ food: ‘All food is made of chemicals’

To many consumers, ‘processed food’ is just another term for ‘junk food.’ It’s hard...

Entomo Farms talks edible insects at IFT 2017

Entomo Farms: 'We’re one of the most recognized [edible insect] brands across the world now'

Canadian bug powder supplier Entomo Farms is still doing most of its business with...

Clean meat labeling and regulation in focus at IFT 2017

VIDEO: Will we need a new regulatory framework for clean (cultured) meat?

Producing ‘clean’ meat by culturing cells – instead of raising or slaughtering animals -...

IFT 2017 green banana flour in focus

VIDEO: ‘Green banana flour has the functionality of a starch and the label of a fruit…’

One product that generated quite a buzz at the IFT show this year was...

Retail competition heats up as consumers seek more ethnic products

Competition among retailers heats up as consumers seek more diverse, ethnic products

Consumer demand for products that are authentic and ethnic is not only prompting brand...

Soup-To-Nuts Podcast: How brands can defend against private label

Soup-To-Nuts Podcast: How brands can defend their shelf-space against encroaching private label

The Great Recession of 2008 may be long over, but the penny-pinching it inspired...

Soup-To-Nuts Podcast: How to refine a pitch

Soup-To-Nuts Podcast: How to refine a pitch to woo investors and score retail distribution

Whether it is trying to raise money, build brand awareness or convince a buyer...

Soup-To-Nuts Podcast: The rise of high pressure processing

Soup-To-Nuts Podcast: The rise and potential of high pressure processing for fresh, clean products

In general, talking about how a food or beverage is processed is not a...

Soup-To-Nuts Podcast: Ads that show cooking with kids are relatable

Soup-To-Nuts Podcast: Tweaking ads to show cooking with kids makes brands relatable

Images of mom preparing dinner alone in the kitchen for her busy family have...

Soup-to-Nuts podcast: The return of consumers to home kitchens

Soup-to-Nuts podcast: The opportunities & challenges of consumers' return to home kitchens

Despite continued pressure from the on-the-go lifestyles that dominate today’s culture and have fueled...

Soup-To-Nuts Podcast: Key strategies for innovation from Kraft Heinz

Soup-To-Nuts Podcast: Key strategies for innovation & renovation from Kraft Heinz

A commonly held perception of the ongoing renaissance in the food and beverage industry...

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

For time-strapped entrepreneurs who are brave enough to take the stage, competing in pitch-slams...

Soup-To-Nuts Podcast: Can duck be a dark horse of animal proteins?

Soup-To-Nuts Podcast: Can duck become the dark horse of animal proteins?

When it comes to eating meat in the US, chicken, without a doubt, is...

Soup-To-Nuts Podcast: The business case for kosher certification

Soup-To-Nuts Podcast: The business case for kosher certification

Ethical claims on food and beverages sold in the US are almost as ubiquitous...

Soup-To-Nuts Podcast: Hemp is overcoming hurdles to become superfood

Soup-To-Nuts Podcast: How hemp is overcoming hurdles to become the next superfood star

Nutrition-packed, environmentally sustainable and already notoriously well-known – although partly for the wrong reasons...

Key Industry Events

Promotional Features

Content Provided by Fonterra

Way forward with whey protein