Natural tops convenience as top trend for new products

Natural was the most frequently featured food and drink claim made on new product launches in 2008, according to the latest review from the Mintel Global New Products Database (GNPD).

Mintel reports natural claims, such as all natural, no additives/preservatives, organic and wholegrain, appeared on nearly a quarter (23%) of food and drink launches in 2008, a 9% increase from 2007.

In contrast, Mintel’s GNPD found only 12% of new food and drink products highlighted convenience benefits and just 5% claimed to take an ethical and environmental stance.

“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 Lynn Domblaser, leading 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.”

In the US, Mintel GNPD saw an even greater percentage of new food and drink products launched with natural claims.

One-third of new launches highlighted these attributes, up 16% from 2007.

Conversely, 18% of new food and drink products communicated convenience on the packaging, while just 7% expressed ethical and environmental benefits.

However, while natural claims increased on new product launches in 2008, claims for products fortified with added vitamins or calcium declined.

Mintel found these claims fell 20% during 2008, appearing on just one in 20 new product launches worldwide.

Furthermore, claims for low-fat, reduced sugar, low-calorie products are stagnating globally, according to Mintel’s GNPD.

“In the past, low-fat and low-calorie were the hallmarks of good nutrition and dieting but today that lifestyle seems passé,” said Domblaser.

“On top of this, fortified products are falling out of favour. Food and drink manufacturers today realise that natural and pure have become healthy eating ideals, as people look for holistic, genuine nutrition they can trust.”