‘Natural Claims’ Blanket 23% of Food/Bev Product Launches
â€śNatural claimsâ€ť 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 â€śall natural,â€ť â€śno additives/ preservatives,â€ť â€śorganic,â€ť and â€śwhole 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, â€śkosherâ€ť was featured in 27 percent of all new-product claims, and â€śall naturalâ€ť followed with 15 percent. “No additives/preservatives” comprised 14 percent of claims, “organic” was on 12 percent,Â and â€śmicrowaveable” 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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