A recent survey of 1,000 health-conscious consumers conducted by Mambo Sprouts Marketing turned up some interesting findings about the way consumers are thinking at the start of year 2012. Mambo Sprouts, which creates marketing programs targeted to consumers of natural and organic products, found that those customers make buying choices based on what is left out of products, not what is included. “Consumers are as concerned about what’s not in their products as what is,” the survey found. For example, they want hormone-free meats, gluten-free pastas and breads, and now-common organic produce that is grown without pesticides.

Another interesting finding? It turns out that 68% of consumers make certain to read the list of ingredients on the products that they buy, and call those lists a “key brand purchase factor.” While the respondents to this survey are a health-conscious group, that finding shows that today’s customers want to know more before they buy.

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So, is less really more in the minds of customers? In some cases, yes. Here are some companies that are already applying this principle to sell more:

• Mythic Paints manufactures a growing line of non-toxic, low-odor paints that are safe to children and pets.

• GreatCall.com offers simple, no-frills Jitterbug cell phones that appeal to senior citizens.

• Simplicity offers a line of ultra-simple, lightweight home vacuums that are easy to stow in closets.

• Telikin, a computer maker, markets simple, low-frills desktop computers that are also targeted to senior citizens.

So the message is that 2012 could be a good year to sell more by stressing simple products, simple financing, simple product returns, and simple ordering. If you test those simple things, you could discover an ability to please today’s customers and sell more.

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