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Study: 'Natural' claims ranked first on 2008 food, drink launches
January 13, 2009
CHICAGO — The latest review from the Mintel Global NewProducts Database (GNPD) shows in 2008, food and drink claims classified as"natural," including all natural, no additives/preservatives, organic andwholegrain, were the most frequently featured on new products globally.
"Natural" claims appeared on nearly one in four (23 percent) of food and drinklaunches in 2008, a 9 percent increase from 2007.Meanwhile, widely discussed food and drink claims, such as "convenience"or "ethical and environmental," did not challenge the No. 1 position of "natural" on new products. In 2008, Mintel GNPD saw only 12 percentof new food and drink products highlighting "convenience" benefits,while a mere 5 percent claimed to take an "ethical and environmental" stance.
"Although convenience and the environment are popular talking pointstoday, these benefits did not receive anywhere near the same level ofattention as 'natural' claims did," said Lynn Dornblaser, leading newproduct expert at Mintel. "With economic struggles driving people towarda simpler way of life, we expect that food and drink manufacturers willcontinue to prize natural, wholesome benefits well into 2009."
In the United States, Mintel GNPD saw an even greater percentage of new food anddrink products launched with "natural" claims. One-third of new launcheshighlighted these attributes, up 16 percent from 2007. Only 18 percent of new food anddrink products communicated "convenience" on the packaging, while just7 percent expressed "ethical and environmental" benefits.
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