The Coming Revolution in Food Marketing and Production: Educated Consumers Will Want Tasty, Healthy Options

July 21, 2010



Mindy Weinstein
IFT Media Relations


CHICAGO – A revolution in food manufacturing and marketing is on the horizon, based on savvy consumers who demand healthful foods that provide taste and convey value.

"More people are learning about and taking an interest in their food and what they eat," said Kantha Shelke, Ph.D., principal, Corvus Blue, LLC, during the Institute of Food Technologists (IFT) Annual Meeting & Food Expo®.  "Consumers get that the amount of food and what they eat is directly related to the size of their bodies."

As more consumers are paying closer attention to what they eat, families are making more of their own meals from scratch. Between 2000 and 2009, cooking from scratch increased 21 percent (from 42 to 63 percent) and consumption of convenience food meals dropped 16 percent (from 23 percent to 7 percent), said Shelke.
Tomorrow's successful products will need to merge health, indulgence, convenience and value, said Shelke.  "Being good for you will no longer be enough" to sell a product.

Consumers are already seeking foods high in protein; fiber; Vitamins A, C and E; iron, calcium; potassium and magnesium, and avoiding those saturated fat, added sugars and sodium.

Products that contribute to weight loss, support a feeling of fullness, and/or contain phytonutrients (natural plant ingredients known to prevent disease and improve health) provide added value. However, health claims must be scientifically proven.

"If (a product) says it will fill you up, it must," said Shelke.

The challenge for marketers will be how to educate consumers on a product's value. Once they do, consumers will "keep coming back, viewing (the product) as an investment in their future."

Kantha Shelke, Ph.D. --



About IFT
The Institute of Food Technologists (IFT) is a nonprofit scientific society. Our individual members are professionals engaged in food science, food technology, and related professions in industry, academia, and government. IFT's mission is to advance the science of food, and our long-range vision is to ensure a safe and abundant food supply, contributing to healthier people everywhere.

For more than 70 years, the IFT has been unlocking the potential of the food science community by creating a dynamic global forum where members from more than 100 countries can share, learn, and grow. We champion the use of sound science across the food value chain through the exchange of knowledge, by providing education, and by furthering the advancement of the profession. IFT has offices in Chicago, Illinois, and Washington, D.C. For more information, please visit