Natural Product Introductions on the Rise

CHICAGO — In 2008, food and drink claims classified as natural — including all-natural, no additives/preservatives, organic and wholegrain — were the most frequently featured on new products, according to the Mintel Global New Products Database.

Globally, natural claims appeared on nearly one in four (23%) food and drink launches in 2008, a 9% increase from 2007. In the U.S., one-third of new launches highlighted these attributes, up 16% from 2007.

"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," according to Lynn Dornblaser, Mintel’s CPG trend insight director. "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."

Globally in 2008, about 12% of new food and drink products highlighted convenience benefits, while just 5% claimed to take an ethical or environmental stance. In the U.S., 18% of new food and drink products communicated convenience on the packaging, while 7% expressed ethical or environmental benefits.

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