Sean Moloughney, Editor07.01.15
The other day I heard an advertisement for a food product that said it was “made with real ingredients.” I wondered, did they mean “real” as opposed to “imaginary” ingredients? Or were they alluding to some kind of science fiction particle cooked up in a lab that they were using before?
It’s worth noting the ad didn’t use words like “natural,” “whole,” “organic” or “non-GMO.” At face value, the ad didn’t say the product was made with only real ingredients, just that there were some real ones in there.
While this language wasn’t necessarily new or even surprising, it reminded me how the manipulation of “food” has become so profound that it’s actually marketable today when companies use ingredients actually found in nature.
On a positive note, the ad alludes to a shift in consumer preferences, which are effectively compelling manufacturers of packaged foods to reconsider the use of artificial ingredients. For example, General Mills has committed to removing artificial flavors and colors from its cereals, in favor of more recognizable, familiar ingredients. In its announcement the company cited a Nielsen survey that found 49% of households are making an effort to avoid artificial flavors and colors.
As Liz Sloan and Catherine Adams Hutt wrote in their TrendSense column, “The rising demand for more natural health solutions and ‘close-to-nature’ ingredients is creating a myriad of new opportunities across a wide realm of nutraceutical product categories.”
They also noted that one-third of consumers are making a strong effort to eat more foods naturally “rich-in” nutrients, according to Gallup. Alongside surging demand for whole foods and minimally processed, “clean label” products, there are growth opportunities in the dietary supplement market as well.
However, the industry finds itself at a critical juncture, facing questions about quality, testing methods and regulation. As Steve Mister, president and CEO of the Council for Responsible Nutrition said, “it’s time to read the tea leaves and begin some candid, introspective conversations about the future regulation of dietary supplements. Where has DSHEA been especially successful at spurring innovation and assuring consumer access? Where have disreputable firms taken advantage of loopholes or ignored the law with impunity? Performing an honest reflective assessment of what’s working and what isn’t is a good place to start.”
Ultimately, if you sell garbage, you’re going to get dirty. And it’s time to take out the trash.
It’s worth noting the ad didn’t use words like “natural,” “whole,” “organic” or “non-GMO.” At face value, the ad didn’t say the product was made with only real ingredients, just that there were some real ones in there.
While this language wasn’t necessarily new or even surprising, it reminded me how the manipulation of “food” has become so profound that it’s actually marketable today when companies use ingredients actually found in nature.
On a positive note, the ad alludes to a shift in consumer preferences, which are effectively compelling manufacturers of packaged foods to reconsider the use of artificial ingredients. For example, General Mills has committed to removing artificial flavors and colors from its cereals, in favor of more recognizable, familiar ingredients. In its announcement the company cited a Nielsen survey that found 49% of households are making an effort to avoid artificial flavors and colors.
As Liz Sloan and Catherine Adams Hutt wrote in their TrendSense column, “The rising demand for more natural health solutions and ‘close-to-nature’ ingredients is creating a myriad of new opportunities across a wide realm of nutraceutical product categories.”
They also noted that one-third of consumers are making a strong effort to eat more foods naturally “rich-in” nutrients, according to Gallup. Alongside surging demand for whole foods and minimally processed, “clean label” products, there are growth opportunities in the dietary supplement market as well.
However, the industry finds itself at a critical juncture, facing questions about quality, testing methods and regulation. As Steve Mister, president and CEO of the Council for Responsible Nutrition said, “it’s time to read the tea leaves and begin some candid, introspective conversations about the future regulation of dietary supplements. Where has DSHEA been especially successful at spurring innovation and assuring consumer access? Where have disreputable firms taken advantage of loopholes or ignored the law with impunity? Performing an honest reflective assessment of what’s working and what isn’t is a good place to start.”
Ultimately, if you sell garbage, you’re going to get dirty. And it’s time to take out the trash.