Fewer and more recognisable ingredients

Consumers are taking more and more interest in what is in the food they purchase. Survey data from Euromonitor has found that a quarter of consumers in France closely read the label of food and drink before consuming - in the UK the figure is 19%. 18 As a consequence major food brands are looking to reduce the number of ingredients they use or to substitute unfamiliar sounding ingredients with easy to recognise ones.

Agnes Martin, Health & Diet Advocacy Director at Danone says:

“I can understand that when consumers see a recipe with ingredients they don’t recognise, it can create fear. What we have started to do is try to simplify our recipes as much as possible and to name ingredients in a way that consumers can recognise them. Instead of putting citric acid, for example, we are replacing that ingredient with citrus juice, which gives exactly the same functionality but using a name people can recognise. This is the way we as an industry have to go. Less and easier to recognise ingredients.” 19

Mintel also urges brands to use processing techniques that resonate with consumers as being artisanal, small-batch, traditional and authentic, rather than industrial or heavily refined. 20 And that also means using recognisable ingredients already known to consumers, says Rick Miller, Associate Director, Specialised nutrition, Mintel. 21

Source: Mintel GNPD 22

Innocent Unsweetened Coconut Dairy Alternative. Made with just five ingredients including creamy coconuts, rice, spring water, plant fibre and a touch of sea salt. Free from additives, artificial stabilisers and refined sugar.

Source: Mintel GNPD 23

Contains 75% yogurt and 25% fruit and is claimed to be the first commercially available yogurt to have absolutely zero extras (e.g. sugar and additives) added to the natural ingredients. It has taken Arla seven months to create the correct taste and texture.

Positioning claim: Arla's new yogurt fits perfectly with today's focus on clean eating. In the UK, 46% of adults agree that clean eating is good for you, which is higher than the 23% who believe plant-based diets are good for you.