SUBSCRIBE

Breaking News on Supplements & Nutrition - North AmericaEU edition

News > Markets

Read more breaking news

 

 
Loading...

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."

The making of a brand: Contract manufacturers share secrets to success

The making of a brand: Contract manufacturers share secrets to success

The firms that manufacture healthy food and supplement products do much more than just...

The ins and outs: Are firms shifting to vertically integrated supply chains?

The ins and outs: Are firms shifting to vertically integrated supply chains?

Outsourcing. It's no secret it can bring big financial and logistical gains. But in...

Outsourcing science: Where does the future of industry research lie?

Outsourcing science: Where does the future of industry research lie?

An trend for outsourcing science and research may be good news for contract research...

How has social media changed food marketing?

How has social media changed food marketing?

The rise of social media has led to a shift in the way consumers...

Is personalised nutrition about to go public in a big way?

Is personalised nutrition about to go public in a big way?

Radek Sali, CEO,Swisse Wellness;

François Scheffler, head, BASF human nutrition;, Loren Israelsen, president, United...

Alkemist Labs CEO: We need transparency among the analytical labs

Alkemist Labs CEO: We need transparency among the analytical labs

The analytical community should embrace transparency to then allow manufacturers to share that with...

NOW Foods’ Secrist on the need for greater transparency and why brokers are ‘the bane of the industry’

NOW Foods’ Secrist on the need for greater transparency and why brokers are ‘the bane of the industry’

The recent NY AG probe has kick-started some industry organizations to say self-policing needs...

Qualitas says drawbacks of open pond algae cultivation easily dealt with

Qualitas says drawbacks of open pond algae cultivation easily dealt with

Qualitas Health, a supplier of a unique polar-lipid structured algal omega-3 ingredient, is now...

Mazza Innovation nears full scale production with innovative water extraction process

Mazza Innovation nears full scale production with innovative water extraction process

Mazza Innovation, a producer of botanical extracts, has moved beyond the proof of concept...

Cargill's Viatech platform deconstructs stevia leaf to identify better blends

Cargill's Viatech platform deconstructs stevia leaf to identify better blends

Cargill is “all in on stevia,” according to Scott Fabro, global business development director. ...

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Professor John Cryan

Chair and head of the Department of Anatomy and Neuroscience,...

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

Fed up: Probiotic research veteran issues global call to action

Fed up: Probiotic research veteran issues global call to action

Veteran probiotic researcher professor Gregor Reid is not a happy man. It’s time the...

Industry concerned about data abuse as EFSA fans transparency wings

Industry concerned about data abuse as EFSA fans transparency wings

Euros Jones

Director of regulatory affairs, European Crop Protection Association (ECPA)