UK: ‘Natural’ top of product launch list - study
By: just-food.com | 15 January 2009
'Natural' claims appeared on nearly one in four (23%) new food and drink products in 2008, according to a new study.
The latest review from the Mintel Global New Products Database (GNPD) showed that food and drink claims classified as 'natural', including all natural, no additives/preservatives, organic and wholegrain, were the most frequently featured on new products globally. This was a 9% increase on 2007 figures.
However, 'convenience' or 'ethical and environmental' did not challenge the number one position, with only 12% and 5% respectively making those claims.
"Although convenience and the environment are popular talking points today, these benefits did not receive anywhere near the same level of attention as 'natural' claims did," said David Jago, new product expert at Mintel. "With economic struggles driving people toward a simpler way of life, we expect that food and drink manufacturers will continue to prize natural, wholesome benefits well into 2009."
It seems the UK is well ahead of the game in the 'natural' area, with over one in three (36%) new food and drink products highlighting "natural" qualities, a 17% increase on 2007. Europe increased 23%.
While 'natural' claims increased in 2008, 'minus' claims (low-fat, reduced sugar, low-calorie), once the height of healthy living, have begun to fall off in popularity on new products. Between 2007 and 2008, the number of new 'minus' claiming food and drink launches started to stagnate globally.
"In the past, low-fat and low-calorie were the hallmarks of good nutrition and dieting, but today, that lifestyle seems passé," Jago added. "On top of this, fortified products are falling out of favour. Food and drink manufacturers realise that natural and pure have become healthy eating ideals, as people look for holistic, genuine nutrition they can trust."
Sectors: Baby food, Bakery, Chilled foods, Confectionery, Dairy, Fresh produce, Health & wellness, Meat & poultry, Natural & organic, NPD & innovation, Retail, Seafood, Snacks
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