A not-so-quiet revolution is taking place in the American Food Industry. Americans are increasingly demanding – and finding – better, cleaner foods. A recent study from Nielsen found that consumers are looking for “fresh, natural and minimally processed foods.”
From farmers markets to supermarkets, purveyors of food are offering American consumers items that are simpler, cleaner, and more flavorful. Today’s consumers are more knowledgeable than any prior generation regarding the components of healthy eating and good nutrition.
According to Food Business News, 53% of shoppers “prefer a short list of recognizable ingredients.” They read labels, know their nutrition facts, and make choices accordingly. They seek out products that are made without artificial flavors, chemical preservatives, added sugars, hydrogenated oils, and various unpronounceable poly-syllabic compounds.
Food manufacturers are responding to these trends by reformulating older established products, as they simultaneously introduce new foods with a cleaner, simpler pedigree. One leading confections company just announced the replacement of artificial flavors in its iconic chocolate with natural alternatives. A leading breakfast cereal company is dramatically lowering the amount of added sugar in its products. A leading food service products provider is systematically changing a wide range of its offerings to a more natural format, with an internal “SWOT” team of food scientists charged with leading the organization to a cleaner, simpler future.
Freeze-dried foods are