Chicago — Simple ingredients and minimal processing are top-of-mind for consumers, and products increasingly feature callouts to highlight these attributes, according to a recent study.

Data from Innova Market Insights finds, 987 new products in 2009 used the words “simple,” “simplest” or “simplicity” in their marketing schemes, compared with 467 in 2008.

Use of the words “pure,” “purity” and “purely” grew from 3,013 in 2008 to 5,705 this past year.

Products marked as “natural” and “preservative-free” increased by 85 in the first four months of 2010 from the prior year, though that number is up 982 from 2008.