‘Natural Claims’ Blanket 23% of Food/Bev Product Launches

January 21, 2009

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“Natural claims” were featured on 23 percent of all food and beverages launches globally, according to The Mintel Global New Products Database. It is the most common claim on food and beverages launches in 2008, Marketing Daily reports.

Natural claims include phrasing like “all natural,” “no additives/ preservatives,” “organic,” and “whole grain.” In the U.S. such claims were featured on 33 percent of all food and beverages launches last year.

Looking at individual product claims, “kosher” was featured in 27 percent of all new-product claims, and “all natural” followed with 15 percent. “No additives/preservatives” comprised 14 percent of claims, “organic” was on 12 percent, and “microwaveable” was featured on 10 percent of claims.

Last month, as the economy ate away at people’s finances, it also ate into sales of organic foods.

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