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Quest For “Real” Food Is Part Of A Broader Trend Among Consumers

October 18, 2012: 12:00 AM EST
Fast Company has gathered evidence of a broad lifestyle trend among consumers: the quest for “realness” in food, behaviors, products, experiences, etc. The “real” movement in food extends beyond being a “locavore” to include concerns about food safety and health. During the recession, sales of natural and organic food and beverages increased 20 percent since 2009. In response to the demand for realness, food manufacturers have cut the number of product ingredients in 56 percent of food categories. “Better for you” snack foods are popping up all over the place. In the food/lifestyle category, there has been an increase in cooking among young people who simply find it a good way to connect with friends. 
Mike Doherty, "The Story Behind The Stuff: Consumers' Growing Interest In "Real" Products", Fast Company, October 18, 2012, © Mansueto Ventures LLC
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