Moving from subtraction to addition—food manufacturers switch gears

The clean label movement often forced manufacturers to play the elimination game—which ingredients can we subtract from formulations to make the label simpler, shorter and more attractive to consumers? However, a new focus on “best foods for…” shifts the discussion from subtraction to addition. Which ingredients or foods are consumers seeking to add to their eating regimen in the hopes of reaping health benefits?

A Food Trends Report issued by Google this year analyzed search data and pinpointed five major trends that impact American eating habits. One of the major trends identified in the report relates to the rise of functional foods. The search analysis found that consumers are looking for foods linked to certain physiological benefits. According to the report, searches for the term “best foods for” has grown ten times since 2005, accompanied by words such as “skin,” “energy,” “your brain,” “gym workout” and the like.

These searches and the correlated interest in functional foods focuses a spotlight on ingredients—which, when added to a label, will create a positive impression and capture consumer attention.

More consumers are clamoring for protein, according to views expressed in the annual International Food Information Council Food and Health Survey. A majority or 64 percent of Americans reported they were trying to consume more protein, up from 54 percent last year. This protein focus underlines the potential of applications that include protein-based ingredients such as eggs.

One large egg contains six grams of easily digestible, high-quality protein for just 70 calories. Multiple studies link protein to satiety that aids in weight loss or recommend protein for recovery after a gym workout. In addition to protein, an egg plays host to a wealth of other vitamins and minerals.

Egg ingredients already find their way into multiple formulations and product categories for their functional properties. Precooked eggs however can play a role as a protein inclusion in snack packs, prepacked salad kits or handheld sandwiches.

The best bet for manufacturers is to not only leverage these consumer studies but also communicate product benefits openly to the buying public. Just be sure when communicating that product information fits all viewing formats—Google also reports that more than 50 percent of searches are conducted on a mobile device

2016-11-07 08:46:53