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‘NATURAL’ IS MOST POPULAR PRODUCT CLAIM
“‘Natural” was the most popular claim made on new food and beverage products around the world in 2008, according to the Mintel research firm. On a global basis 23% of all new products launched in 2008 made a ‘natural’ claim, which also includes ‘no additives/preservatives’, ‘organic’, and ‘whole grain’. Products making ‘plus’ claims (such as added vitamins and mineral) appeared on just 5% of new products last year, 20% less than the previous year. Products with ‘minus claims’ (such as lower fat or calories) were unchanged. About 18% of new products made such claims, the same proportion as in 2007.
The fall-off in launches of products that make ‘plus’ claims could be explained by the regulatory environment, Mintel believes. The new health claim regulations, as well as on-going debate about maximum vitamin and mineral levels, may mean retailers and manufacturers are unwilling to invest in such products until the regulatory situation becomes clearer.
Apr 28, 2009
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