‘Natural’ is top for new food and drinks

In 2008, food and drink claims that were classified as ‘natural’ – including all-natural, no additives/preservatives, organic and whole grain – were the most frequently featured on new products globally.

‘Natural’ claims appeared on nearly one in every four (23%) food and drink launches in 2008, which represents a 9% increase on 2007 figures.

Widely discussed food and drink claims, such as ‘convenience’ or ‘ethical and environmental’, didn’t challenge the number one position of ‘natural’ on new products.

In 2008, Mintel GNPD saw only 12% of new food and drink products highlighting ‘convenience’ benefits, while just 5% claimed to take an ‘ethical’ or ‘environmental’ stance.

“Although convenience and the environment are popular talking points today, these benefits didn’t receive anywhere near the same level of attention as ‘natural’ claims did,” said David Jago, leading new product expert at Mintel. “With economic struggles driving people towards a simpler way of life, we expect that food and drink manufacturers will continue to prize natural, wholesome benefits well into 2009.”

Mintel GNPD findings show that new food and drink launches in Europe are in line with global trends, as 23% featured ‘natural’ claims. But the UK is well ahead of the game in this area, with more than one in three (36%) new food and drink products highlighting ‘natural’ qualities, a 17% increase since 2007 alone.

While ‘natural’ claims increased on new food and drink launches in 2008, fortified ‘plus’ claims – such as added vitamins or calcium – took the hardest hit. These claims fell 20% during 2008, appearing on just one in 20 (5%) new product launches worldwide, according to Mintel GNPD.

‘Minus’ claims (low-fat, reduced sugar, low-calorie, etc) 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.