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."