We’ve just returned from the IFT show where the food science and technology industry, including several Boomm clients, gathered to exchange ideas and launch new products. One interesting piece of research has caught our attention. According to a presentation from Mintel titled “Simple ingredient statements: clear language for confused consumers,” the effectiveness of product claims on packaging is beginning to shift. What has been a trend to showcase product benefits that address specific health factors is showing to be less effective than showcasing product benefits that address overall health.
According to the report: “We see the growth of ingredient statements that are shorter and easier for consumers to understand. While some product categories ideally lend themselves to simple ingredient statements, we are seeing simplification across most food and beverage categories. The shift is not only a consumer pull but also a manufacturer push, as companies look for ways to simplify production and reduce costs.”