The year 2003 has proven to be a record-setting year in terms of new product introductions, according to recently released research from Mintel’s Global New Products Database.
Go deeper with GlobalData
With an increase of 3.6% from 2002, this past year saw new product launch numbers exceed 23,000 in the US for food and non-food categories combined.
The food industry alone has seen a 20% jump in the number of new products introduced in 2003 over 2002, with introductions exceeding 11,500 this past year. The strongest food category of 2003 was Sauces and Seasonings, which accounted for nearly 14% of all food products introduced.
The four strongest categories within food (Sauces & Seasonings, Bakery, Beverages, and Confectionery) accounted for over half of all food product introductions in 2003. In the food categories, there were a few subcategories that saw notable increases. The rate of breakfast cereal introductions grew significantly from 2002 to 2003 with an increase of 82%. Most development appeared in the cold cereal sector. There was little in the way of innovation, as most introductions were simply line extensions of existing brands from the two big cereal manufacturers, Kellogg’s and General Mills.
The natural/organic sectors did see some healthful introductions. Health Valley added Empower cereal, tagged as the “most complete breakfast cereal.” It is made with organic wheat and oats and provides 500mg of omega-3 fatty acids and 100% of ten vitamins and minerals per serving. Nature’s Path Foods added Organic Spelt Flakes, which is low in gluten, yet high in fibre and protein. The same company also added Optimum Zen, an organic cereal blended with cranberries and ginger, said to help prevent gastrointestinal ailments and provide nutritional balance with inner harmony.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataSauces & Seasonings
In the Sauces & Seasonings category, the cooking sauces and seasonings subcategories had the most marked amount of growth from 2002 to 2003, accounting for more than half the introductions in this category. In 2002, the two accounted for about 41% of the total introductions. The category as a whole showed growth in ethnic flavourings and, oddly, classy packaging and design. Cooking sauces made whipping up an exotic dish a lot easier for the home gourmet. Indian curry sauces, Asian stir-fry sauces, and spicy Cajun sauces were popular. Oils were fortified with vitamins and minerals and cholesterol fighting ingredients, such as Earth Balance Carotino from GFA Brands. Dressings were particularly strong in the gourmet market sector, with many exemplifying the most popular flavours of the day, such as Wild Thymes Toasted Sesame Wasabi and Fresh Mango Dressings.
Manufacturers of sauces and seasonings appeared to be paying more attention to the appearance of their products than ever before, modelling packaging for its display value as well as its functionality. One such example is Boston Tea’s Boston World of Spice Garlic Powder. It is packaged in a “press-n-pop” can that provides a great seal on the product, but also a cool functionality and classy appearance, which is being emulated across the specialty food business.
Ready Meals
Meals and meal centres saw a significant rise in introductions in 2003, the category leader being prepared meals. Due to a national focus on convenience and ease-of-use mentality, this is no surprise. Prepared meals catered to more tastes and eating habits than ever before, such as vegetarians, low carb dieters, and organic consumers.
Fairfield Farm Kitchens created a six-SKU Organic Classics line of dishes featuring certified organic meats, pastas, and vegetables, while Amy’s Kitchen and Eastern Essence both added several organic Indian meals. Moosewood Pantry added a line of prepared meals that was both organic and vegetarian, and Fantastic Foods added a line that was both vegetarian and low carb. In other words, there were a lot of claims being marked on prepared meal packages in the year.
Flavour profiles are expanding beyond traditional American fare for frozen meals. ConAgra launched a new Healthy Choice sub-brand called Flavour Adventures mid-year. The premium-flavoured line included Oriental Style Beef, Beef Merlot, and Chicken Tuscany. ConAgra also chimed in on the convenience front with an unusual line from its Banquet brand, called Crock Pot Classics. It is a line of meals designed to be prepared in a crock pot, and can be simmered in the pot for eight to ten hours.
Dairy innovation
Also, the Dairy category had an innovation worth mentioning. A product that shook things up in 2003 was Cadbury-Schweppes’ Raging Cow, which is still in test market nearly a year after launch. It is a shelf-stable flavoured dairy drink in such flavours as Pina Colada Chaos and Chocolate Insanity. It is shipped shelf-stable, sold chilled, and only needs refrigeration after opening – a real coup for the dairy industry. If the product does go national, as is expected in 2004, it will be the country’s first nationally sold dairy drink.
