Monthly Health Series: “Less is More” in Food Choices

November 17th, 2016

Less is more refers to the idea of consumers trying to limit or avoid certain ingredients in their food choices. In a way, it shows our growing desire for simplicity and naturalness. The primary drivers of this trend are health and value for money. On the manufacturing front, the concept manifests itself as “frugal innovation”, which is the idea of removing non-essential and often costly features from a product or service. More concretely, we see a surge in the launch of new food items with fewer ingredients, thinner portions and implicit health benefits, such as Oreo Thins, Nakd Bar and Chobani Simply 100.

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Pınar Hoşafçı

Pinar Hosafci is a Food Analyst at Euromonitor specialising in bakery and snacks. Before joining Euromonitor in 2012, Pinar worked at the United Nations and London School of Economics. She holds a Bsc in Economics from McGill University and a Msc in Development Economics from SOAS, University of London.