Retailers are responding to growing consumer demand for simpler ingredient lists, with many launching new lines featuring products with fewer ingredients. This trend is driven by concerns around ultra-processed food (UPF) and the increasing awareness among consumers regarding what goes into their food products.
Consumer Perspectives
Kerry Clayton, a mother of two, is thrilled with the recent launch of Marks & Spencer’s Only range. The line features products with six or fewer ingredients, making it easier for her and her son to find suitable food options. Clayton has to shop at multiple stores each week due to her family’s dietary needs. Her son is dairy and wheat-free, while she follows a gluten-free, citrus-free, and tomato-free diet.
When Marks & Spencer introduced its Only range in March, featuring products like one-ingredient cornflakes costing £2.50 for 325g compared to 90p for standard cornflakes from M&S, Clayton described it as "a dream." The higher price point is justified given the family’s requirements.
The Trend Towards Less Processed Foods
The trend towards less processed foods comes amid increasing awareness among consumers regarding what goes into their food products, especially for those with allergies or intolerances like Ms. Clayton.
New Product Launches
- Plant-based brand THIS has recently launched its Super Superfoods line featuring natural ingredients such as:
- Beans
- Seeds
- Mushrooms
This line aims to provide high-quality protein sources made using simple recipes rather than relying heavily on additives, preservatives, and colorants.
Luke Byrne, innovation sustainability director at THIS, stated:
“We understand we’re classified as an UPF but that’s got little bearing on whether our product’s healthy because their nutritional properties are extremely good. They’re high in protein, fiber, low saturated fat, and low sugar.”
Retailer Insights
Matthew Hopkins founded IND!E in January this year after working at The Food Marketing Agency. He noted that retailer inquiries about products with fewer ingredients have increased significantly over the past year—nearly half more than before—driven largely by demand from Ocado customers seeking healthier foods without sacrificing taste or convenience when shopping online.
Hopkins added:
"Retailers are responding to growing consumer demand for simpler ingredient lists."
Bigger orders are coming through specifically from Ocado, Selfridges, and John Lewis.
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